01 — Introduction
Build what
comes next.
Birchpoint Family Wealth is a boutique wealth management firm based in Toronto, Canada. We partner with families to build financial strategies as dynamic as the lives they are living.
These guidelines define how the Birchpoint brand looks, sounds, and feels — so every touchpoint reflects the same standard of clarity and intention.
"Wealth is the tool.
Your life is the project."
02 — Logo
Identity
The Birchpoint mark is composed of a logo and a monogram. Each element has been carefully proportioned and should never be altered.
Logo
Monogram
Monogram — Blue
PrimaryPrimary monogram. Use as a secondary mark, favicon, or in space-constrained contexts.
↓ SVG
Do
Always maintain minimum clear space equal to the height of the 'b' on all sides
Use only approved color versions on appropriate backgrounds
Scale the logo proportionally — never stretch or compress
Use the logo as the primary identifier in most contexts
Use the monogram for favicons, avatars, and compact applications
Don't
Don't alter, recolor, or recreate any element of the logo
Don't add drop shadows, gradients, or effects
Don't place the dark logo on a busy or dark-colored background
Don't rotate, skew, or distort
Don't use 'Birchpoint' as inline text in a sentence
03 — Marks
The Point
The orange point from the mark is one of the brand's most flexible elements. It acts as a pattern, a motion anchor, an accent, and a visual call-back to the logo and monogram across all touchpoints.
On Cream
On Navy
Pattern Use
Array
Regular grid for backgrounds and textures.
Dense
Tight field for dark textured surfaces.
Graduated
Directional fade for motion and flow.
Field
Loose scatter for editorial spacing.
In Motion
Breathe
Scaling pulse. Used for accents and focus states.
Orbit
Circular path. Used in hero moments and transitions.
Sequence
Staggered entry. Used for loading and reveals.
Do
Use exclusively in brand orange #FD9A58
Use on navy or cream backgrounds only
Keep the form as a perfect circle at all times
Use sparingly — restraint preserves its impact
Don't
Don't outline, stroke, or add effects to the mark
Don't use in any colour other than #FD9A58
Don't distort, skew, or make it non-circular
Don't use it as a literal point or punctuation in body copy
04 — Color
Palette
A restrained palette anchored in deep navy and warm cream, with a distinctive amber accent and a family of supporting blues.
Primary
Accent Blues
Usage note — Navy should dominate all communications. Orange is used sparingly as a punctuation mark, not a palette. Cream is the standard background; white may be used for cards, modals, and tight-margin print contexts.
04 — Typography
Type System
Two typefaces define the Birchpoint voice — Crimson Text for warmth and editorial gravitas, Neue Haas Grotesk Display Pro for precision and clarity.
Primary — Serif
Crimson Text
Aa Bb Cc — 0123456789
Used for headlines, display text, pull quotes, and any context where warmth and editorial character are needed. Available via Google Fonts.
Secondary — Sans Serif
Neue Haas Grotesk
Aa Bb Cc — 0123456789
Used for body copy, UI labels, navigation, metadata, and all functional text. Available via Adobe Fonts (Neue Haas Grotesk Display Pro).
Type Scale
Display
Build what comes next.
Regular 400 · Hero headlines, section openers, large print headlines
Heading 1
Clarity in every decision.
Regular 400 · Section titles, primary headings
Heading 2
Your financial landscape.
Semibold 600 · Subheadings, card titles
Subheading
Planning for what matters.
Semibold 600 · Labels, category headers, section markers
Body
Birchpoint works with families to build wealth strategies that reflect how they actually live — not just how their portfolio is structured.
Regular 400 · All body copy, descriptions, UI text
Caption
Toronto, Canada — Est. 2019
Regular 400 · Captions, metadata, legal text, labels
Pairing Principle
Crimson Text sets the scene.
Neue Haas Grotesk does the work.
Use the serif for anything that needs to feel considered and human. Use the sans-serif for anything that needs to be read quickly and clearly. They should never compete — only complement.
05 — Voice & Tone
How We Speak
Birchpoint writes the way it works — directly, specifically, and without ceremony. The tone shifts with context. The character doesn't.
Core Idea
Build what comes next.
Not just wealth. A life worth building.
Positioning
For successful business owners, entrepreneurs, and families managing $2M–$50M in wealth — who have outgrown generic advice and need a team that manages growth, risk, and legacy with full accountability — Birchpoint is a wealth advisory firm that measures progress against the life being built, not just the portfolio. Unlike banks and traditional managers who coordinate but don't decide, Birchpoint takes end-to-end ownership of the full financial picture, with a single dedicated wealth partner and a team of specialists that stay accountable until your dream is actually built.
Manifesto
We understand something that most wealth firms don't:
Building is never really finished.
The business sale isn't the end. The inheritance isn't the arrival. Retirement isn't the destination. Every finish line is just the starting line for a harder, more interesting question — one that has nothing to do with markets and everything to do with meaning.
What are you building next?
That's the question the industry doesn't ask. It's too busy managing. Too focused on protecting. Too organized around the anxiety of loss to make room for the ambition of more. More impact. More intention. More of the life you actually want to live.
The families we serve at Birchpoint have already answered the survival questions. They don't need someone to protect what they have. They needed a partner willing to ask what comes next and stay accountable until they build it.
We're not here to manage your wealth. We're here to help you build something with it.
Brand Pillars
Offense, Not Defense
The industry default is fear. Birchpoint defaults to ambition.
The wealth management category is organized around one anxiety: 'will I outlive my money?' That question is already answered for most Birchpoint clients. The first question in a Birchpoint relationship is rarely 'what do we need to protect?' It's 'what are we building?' Defense is built into the structure. But it is not the point — and it should not be the opening move.
Clarity, Not Complexity
Complexity is the presenting problem. Clarity is the product.
Our clients can't — and shouldn't have to — synthesize their accountant, their lawyer, their advisor, and the markets into a coherent picture while also living their lives. Birchpoint's job is not to give clients more information. It's to reduce the cognitive load of wealth. When a client leaves a meeting, they should know exactly where they stand, what happens next, and who's responsible.
Progress, Not Promises
We keep score. Not just on markets but on the life being built.
Most clients can't answer whether their advisor is doing a good job. Portfolio returns against a benchmark is not accountability. Birchpoint tracks what actually matters: goals, tax strategy, estate structure, partner alignment. If we set it, we track it. If we can't track it, we don't claim it.
Voice Traits
Life-first
The money is never the headline. The life it's building toward is. Start there. Lead with curiosity. Ask genuine questions.
Example
“What are you building toward?”
Direct
Say what you mean. No hedging, no equivocation. If we can help, we say so. If we can't, we say that too. Clients should never have to read between the lines.
Example
“Tell us about your situation. We'll tell you honestly whether we can help.”
Confident Without Arrogance
The team has earned the right to have opinions. Share them. Let the thinking do the work — not the credentials.
Example
“Defense is a given. Offense is the point.”
Human, Not Institutional
Speak like a trusted colleague who happens to be world-class. Warm. Clear. Real. The wealth industry hides behind formality. Birchpoint doesn't.
Example
“Your money should work as hard as you did to earn it.”
Precise
Specificity signals expertise. 'Reduce your effective rate on the next $500K of income' beats 'tax efficiency strategies' every time.
Example
“We'll reduce your effective tax rate on the next $500K before year-end.”
We Say / We Don't Say
Say This
Not This
“What are you building toward?”
“What are your financial goals?”
“We keep score — not just on markets, but on your life.”
“Holistic wealth planning”
“Defense is a given. Offense is the point.”
“Protecting and growing your assets”
“Wealth is a tool. Let's talk about the project.”
“Tailored investment solutions”
“Both partners should know exactly where things stand.”
“Comprehensive financial planning for families”
“If we can't measure it, we won't claim it.”
“Personalized strategies for your unique situation”
“Growth, risk, and legacy all under one roof.”
“Full-service wealth management”
Language to Avoid
These words apply to every competitor equally, which means they say nothing. Never use them.
06 — Photography
Imagery
Photography at Birchpoint reflects the people we serve — real, thoughtful, and grounded. Every image should feel like a quiet moment of clarity.
Visual Principles
Human-Led
People are always in the frame. Real moments, real relationships — not stock photo compositions. Subjects should feel at ease, not posed.
Natural Light
Prefer natural, ambient, and window light. Avoid harsh studio setups. The mood should feel considered but not manufactured.
Restrained Palette
Images should feel tonally consistent with the brand — warm neutrals, soft contrast. Avoid heavily saturated, high-contrast treatment.
Generous Breathing Room
Give subjects and scenes space. Tight crops feel anxious. Birchpoint photography should feel settled and unhurried.
Brand Photography Examples
Color & Treatment
Warmth
Slight warm grade, cream-leaning highlights. Avoid cool or clinical color casts.
Contrast
Soft contrast — lifted shadows, rolled highlights. Never crushed blacks or blown whites.
Saturation
Restrained. Muted, natural tones preferred. Avoid vivid, punchy color grades.
07 — Downloads
Assets
All brand assets in one place. Use only approved files when representing Birchpoint in any context.