Waverly Oaks was looking for an identity that reflect sophistication, strength and expertise while also conveying a sense of progress and growth. I used the combination of well established typefaces to provide a sense of familiarity. A classic serif that conjures a sense of heritage paired with a modern sans serif. I decided to stack the name with the anticipation that as the company grows and evolves the “advisors” could be dropped or replaced with regional or global offices – Waverly Oaks / London; Waverly Oaks / Hong Kong. The stacked lockup works better in tight spaces. The mark is a slight departure from the traditional WordMarks ubiquitous in the financial services industry and provides great flexibility in a variety of applications. It is a leaf from an Oak tree that floating and pointing upward and forward. This dynamic icon can be scaled up or down and used on it’s own.