Gallé: brand identity design and website for Herschel, the wealth management firm. The main concept behind our brand identity for Herschel, "See. Think. Grow.", was to give potential customer a sense of emotional understanding of what wealth, and wealth growth actually means. To many, money is such an abstract concept that they don't really perceive what it actually means. For example, many people confuse real wealth with monetary wealth. Having some money is great, of course, but it's what you do with it that really defines wealth. Few people really understand the concept of capital, of owning the kind of wealth that produces more wealth. Few people understand investment, confusing it with speculation. In the words of Warren Buffet: your investment should be such that you would be happy holding it even if the stock market were to close down for the next ten years. The "See. Think. Grow." outlook is about making people understand growth itself, how it's something organic, and something intelligent. To this end we used growth shapes often found in nature, and in mathematics (Fibonacci numbers, etc.). Brand identity design, stationery, catalogs and website art direction, design & development. www.herschel.com