Carat Capital is a Parisian wealth management firm with 25 years of recognised expertise, strong client relationships, and a clear market positioning. As the wealth management entity of Groupe Allen, it operates within a broader brand architecture while maintaining its own singular identity.
Everything was already there. What was missing was a visual language worthy of what Carat Capital had always been.
In a sector where visual codes are predictable — institutional coldness, expected sobriety, deliberate distance — Carat Capital had a rare opportunity: to make visible what it had always practised. A human, rare, precious approach to wealth.
The challenge wasn’t reinvention. It was translation.
Understanding Carat Capital meant going beyond its category. We mapped the tension between what the firm embodied in its practice — warmth, depth, long-term relationships — and how financial brands typically present themselves. We worked closely with Sandrine Genet, Alexandra Passos Vardasca, and the Carat Capital teams to surface what made the firm genuinely distinctive, and how that distinctiveness needed to show up across every touchpoint.
Narrative Design
- Brand voice & positioning
- Naming & brand symbol strategy (the R over the C)
We defined a brand voice and identity system rooted in rarity and human precision. The choice of R over C as the brand symbol was deliberate — anchoring the identity in the preciousness and rarity the name evokes. Every language decision was made to distance Carat Capital from the transactional codes of financial communication.
Visual Identity
- Chromatic system: warm, mineral tones that bring rare humanity to wealth management
- Typography: an assertive signature across every point of contact
- Brand guidelines & rollout across all touchpoints
A chromatic palette built around warm, mineral tones — bringing a rare humanity to the world of wealth management. An assertive typography that signs every point of contact. Design choices made with conviction, sometimes against the grain, always in service of the firm’s true character.
Strategic Design
- Web strategy & user journey clarification
- Content architecture: market analyses and economic insights repositioned as client accompaniment, not marketing
On the web, we worked to clarify the user journey and surface what truly makes the difference: a complete palette of expertise and illuminating content — market analyses, economic decryptions — conceived not as marketing material, but as an integral part of Carat Capital’s vision of client accompaniment.
Brand Architecture
- Groupe Allen brand system integration
- Entity-level identity designed for coherence and transmission
We designed Carat Capital’s identity as part of a broader reflection on Groupe Allen’s brand architecture — ensuring each entity retains its singularity while cohering under the group. A system built to last, where transmission is the founding principle.
An identity deployed with coherence across all of the firm’s touchpoints, reinforcing the perception of excellence that Carat Capital’s practice had always earned. A brand architecture designed to endure.
Because in wealth — as in brand — everything is a matter of transmission.