Creating a Premium Experience for UHNW Clients
Capital Group Private Client Services is a boutique wealth management firm serving an elite group of ultra high net worth clients. With an ambitious goal for growth, they set out to deepen existing relationships and expand their client base.
Making the message personal—because it is
PCS began as a family office for Capital Group’s own portfolio managers. As it expanded to other wealthy clients, it never lost sight of its deeply personal commitment to investment selection and management—leading us to our core message: We care for our clients’ wealth like we care for our own.
Establishing the voice of a trusted family friend
We created the brand voice to be intimate yet professional, smart without getting too technical, and confident without being arrogant—like you’re talking to a trusted family friend. From the copy to the photography to the choice of paper in printed materials, the brand feels like a truly premium experience where every detail is carefully considered.
