We began by identifying the common threads across these organizations to determine how best to develop a brand foundation that everyone would embrace. Additionally, we sat with the leadership of NFP to understand vision and expectations for the new entity. Our comprehensive study of the two firms, their cultures and their competitors led the Grafik team to recommend a new brand name, Wealthspire, intending to capture the aspiration of the firms and their clients. We captured language that was familiar to both teams and built an identity that celebrated the best of both worlds. Ultimately, we delivered a brand strategy that framed the merger of two powerful firms and laid the foundation for future brand touchpoints.