Founded by industry veteran Rick Keller, CFP, alongside next-generation strategist Zane Keller, CFP, Ducere Wealth was created to guide clients through a new era of wealth management. One defined by clarity, trust, and forward-thinking strategy.

The challenge was to build a brand that positioned Ducere as a modern leader in a traditionally conservative industry. The firm needed to stand apart as a guiding force: premium yet approachable, disciplined yet innovative, and clearly differentiated through a technology-driven, client-first approach. At the core of the strategy was the idea of Ducere as a north star; a brand that leads, educates, and inspires confidence.

The identity is built around the idea of guidance. A refined star mark represents leadership and direction, while its contained form conveys stability and trust. Classic serif typography paired with a modern sans-serif balances heritage with innovation, and abstract architectural imagery reinforces clarity and confidence across all touchpoints.

With nearly $1B in assets under management and growing, the new identity elevates Ducere Wealth from a generic financial services brand to a distinct, premium offering. The brand now resonates strongly with high-net-worth audiences in Newport Beach and Las Vegas, while clearly standing out in a crowded and visually undifferentiated market.

The result is a brand that communicates security, clarity, and confidence. Positioning Ducere not just as a wealth manager, but as a trusted guide for long-term prosperity.