Our mission
Crafting legacy through strategy and discretion
Lengrand & Henri approached us with a bold ambition: to redefine wealth management for very-high-net-worth families by crafting a brand that reflects their ultra-personalized, cross-border approach to legacy stewardship. Our mission was to translate their precision, discretion, and long-term vision into a brand that resonates with multi-generational clientele around the world.
The challenge
Lengrand & Henri had an outstanding offer – bespoke financial, legal, and legacy planning for families with $10M+ in assets – but lacked a brand identity that matched their level of exclusivity and discretion. Their existing positioning felt generic, competing in a market saturated with transactional wealth managers. The true challenge? Elevate the brand beyond performance metrics to showcase emotional and strategic value: legacy, trust, and cross-border clarity. We also had to clearly differentiate them from mid-tier advisory firms like USAFrance Financials, who dominated the French–American niche but didn’t cater to the unique needs of legacy-minded families. And we had to do all this while maintaining an image that’s elite but never ostentatious: prestige in a whisper, not a shout.
The strategy
We developed a 360° brand platform anchored in a 3-step strategic framework:
Strategic Direction
- Refined the brand’s raison d’être with a clear WHY: safeguarding and growing generational wealth with discretion and foresight.
- Defined the brand’s mission, vision, and promise to communicate ultra-personalized service and long-term trust.
- Developed a focused positioning for VHNW families valuing privacy, precision, and legacy.
Brand Expression
- Crafted a verbal identity around the tone: refined, discreet, composed, global.
- Developed the messaging pillars:
- Legacy beyond numbers
- The power of discretion
- Tailored, not template
- A global perspective with local mastery
- Created a brand story rooted in family heritage, honoring transmission and quiet leadership.
- Built the archetype mix: The Sage (wisdom), The Ruler (structure), The Caregiver (protection).
Brand Marketing
- Delivered a comprehensive brand strategy document to guide future content, campaigns, and communication.
- Equipped their internal teams to activate the brand through relevant channels with high consistency.
The outcome
A new, fully-articulated brand platform that positions Lengrand & Henri as the go-to advisory for discreet, legacy-minded wealth strategy. The messaging now resonates with elite families worldwide. Since launch, the brand has been used to successfully attract high-end prospects and differentiate in a competitive market.
The brand in action
