Creating a brand for the Asian wealth management market
Wealtra is a learning management platform by Hubbis, a leading publisher and resource for the Asian wealth management industry. The platform helps these businesses to meet their compliance, CPD, reporting and development needs. It’s a platform that Hubbis were looking to re-launch, to separate it from the master brand. It needed a new name, which Fabrik were asked to create.
Our naming workshop and discovery phase uncovered the key requirements for the name and the naming territories we needed to explore. This was further underlined by looking at opportunities within the learning and development space and the platform’s key competitors. Other criteria included finding a name that would be easy to pronounce across the Asian region. We discussed naming types and agreed that a hybrid name, formed form two words could make something that was distinct, but also quite recognisable.
We created Wealtra, which is an invented, hybrid word taking elements of both ‘wealth’ and ‘training’. And once the name had been cleared, we developed the logotype for the platform. It’s a simple type-mark, derived from a monogram of the ‘W’. The identity needed to be simple, which would also help it stand out in a cluttered space. There’s a directional arrow pointer device within the type, which represents growth, progression and ongoing development.
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