MIFI Wealth
A different kind of wealth advisor.
Highlander Wealth changed names to MIFI Wealth to better reflect the way they integrate mindfulness into their wealth management practice. Principals Solomon Halpern CFP® and Jesse Grimes are pioneers in mindful finance, blending compassionate attention with financial expertise to help transform clients’ relationship with money.
They believe that engaging with your financial life can lead to deep personal fulfillment. Instead of simply handing off the task of managing your money, MIFI Wealth empowers clients to find clarity & joy in the process.
DESIGN STRATEGY
BRAND IDENTITY
LOGO DESIGN
ILLUSTRATION
Trustworthy but not traditional
The target audience is largely open-minded high-net-worth individuals who want to live a good life, handle their legacy responsibly, but aren’t drawn to traditional money management firms. To connect with them, the MIFI Wealth identity strives to be visionary but not groundless, trustworthy but not traditional, empathetic but not squishy, brave but not arrogant, and joyful but not superficial.
Bringing humanity
into finance
Overall, the new identity signals the way MIFI Wealth leads clients to discover how to grow, thrive, and even have fun through their relationship with money.
LOGO
The sunburst icon (constructed from a piece of the “m” in the logotype) represents the clarity MIFI brings to wealth management, and the concept of awakened mind. The logotype combines a contemporary lower-case letterform for the “M” and all caps for the remaining letters, representing the team’s friendly approach and high level of expertise.
COLOR
The palette embraces all shades of green – symbolizing growth, grounding, and abundance.
TYPOGRAPHY
TypeMates Sombra combines geometric structure with leafy, sharply swelling strokes and exaggerated incisions. This tension between organic momentum and the geometric construction make it the perfect typeface for the brand.
PHOTOGRAPHY & ILLUSTRATION
Visuals are inspired by the serenity of nature and range from macro shots of plants & human moments paired with larger swaths of abstracted landscape. Icons & photos are nested with grainy gradient shapes to convey the liveliness of the process.
“Working with Amy and her team on MIFI Wealth’s rebrand was a transformative experience. Her processes helped us enunciate our vision and provided us with strategic clarity. The final brand identity reflects our mindful finance philosophy, and has strengthened our connection with clients. Amy didn’t just refresh our look—she gave us a brand that truly represents who we are.”
–Solomon Halperin
Contributing designer: Jayna Shah