Non-traditional portfolio management for the twenty-first century.
Stocks and home ownership have been the primary wealth-holding assets for over a century -- but Gen Z and Alpha approach the collection of wealth and assets very differently than generations before.
Sheltr, a Hong Kong-based fintech start-up, had an idea of what portfolio management could look like for this next generation of consumers. “Non-traditional” assets – watches, sneakers, art, NFT’s and cryptocurrency – hold real value, and are where the next generation are storing their wealth.
But banks don’t recognize these value-holders as assets.
So why haven’t banks caught up?
Sheltr approached ARENA with nothing but an ask: to build a portfolio management brand that would speak to the future generation of consumers.
Working alongside Sheltr’s founders and investors, ARENA designed a visual identity that feels secure, reliable, and forward-thinking.
Grounded in wealth management and banking, the logo mimics a bank vault, invoking a sense of security. ARENA provided a flexible design system that allows for collaborative, cross-platform placement by Sheltr’s in-house tech team.
Culturally-grounded, impactful, and generation-appropriate, Sheltr’s brand identity will go live with the proprietary platform soon.
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