Lengrand & Henri

A Brand Strategy Built on Legacy, Discretion & Precision

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.

Lengrand & Henri website by Royal Cheese Agency

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

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