Client: WatersEdge Wealth Management

Rebranding a Minneapolis wealth management firm to feel as values-driven as it actually is.

WatersEdge is a boutique wealth management firm with a strong point of view: that investing should be approachable, educational, and built around each client's real life — not just their portfolio. Their existing brand didn't reflect that. They needed a rebrand that could communicate warmth and credibility to clients who'd been underserved by traditional financial services.

I led the full rebrand: creative direction, visual identity system, website design, and print collateral. The website was built to be genuinely educational — giving clients the context they needed to engage with their finances confidently.

For print materials, I made a deliberate choice: papers made from hemp and recycled cotton fiber, printed at a local offset shop with Pantone ink. Every material touchpoint was selected to reflect WatersEdge's belief in a more sustainable future — not as a marketing statement, but as an operational commitment and responsibility to what investment actually means.

WatersEdge now has a brand that matches the quality and intention of their client relationships — approachable enough to welcome first-generation investors, credible enough to serve high-net-worth clients, and consistent enough to build trust across every touchpoint from the website to the business card.

Environmental design and responsible papermaking were key components to think about how we could introduce print materials to the design experience. Papers made out of hemp and recycled cotton fiber were selected and printed at a local off-set shop to reflect the company’s belief in a more sustainable future ahead.