Case study · Financial advisory
An advisory firm, designed
the way it advises.
NexArtha is a CA-led advisory firm founded by five chartered accountants, working the corridor between India and the UAE. KRAM built the whole system: the meaning of the name made visible, then carried across print, social and a site that has to earn trust from people who have never met them.
- Brand identity
- Print & environment
- Social content
- Website design & build
The identity starts inside the name.
Artha is one of the four Purusharthas: wealth, but wealth with a purpose attached. Nex is next, nexus, new age. The firm already thought in three stages, and those stages line up with the old idea almost exactly. So the brand was built outward from that, instead of decorating a finance firm with rising charts and stock handshakes.
Palette
Ink
Headlines and rules
#061A24
Deep Teal
The considered half
#064B68
Signal Teal
Growth, used sparingly
#0CA59B
Paper
Almost every surface
#F6FBFA
Stage 01
Compliance
Dharma
Build a strong foundation.
Stage 02
Capital
Artha
Unlock growth opportunities.
Stage 03
Growth
Karma
Create sustainable prosperity.
Aa
Fraunces
The headline serif. Old-style authority, which is what a firm sells before it sells anything else.
Aa
Hanken Grotesk
The working sans. Plain, generous, readable by an audience that skews older.
Aa
Spline Sans Mono
For labels and figures. Monospace signals precision without saying the word.
Where a firm like this is actually judged.
Advisory work is won in rooms: a networking evening, a lobby, a card handed across a table. So the identity had to hold at three metres and at arm's length, on surfaces nobody gets to redesign after they are printed.
A feed that teaches before it sells
Nine tiles: what the name means, what the firm does, who is behind it. Compliance content earns the follow; the pitch comes later.
The work in motion
Brand film
More than compliance: the whole remit, in one pass.
Meet the founders
Five chartered accountants, named and credentialed.
And the site the whole thing points to.
Seven pages, built on ruled lines and a strict grid, because structure is the thing this firm is actually selling. The India–UAE desk gets a page of its own: it is the difference between them and the practice down the road.
A good share of this audience meets the firm through a link forwarded on WhatsApp. The phone layout is not a reduction of the desktop one: it is where the trust argument had to work first.
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Common questions
Questions about NexArtha
What did KRAM Creative do for NexArtha?
KRAM Creative built the whole system: a brand identity derived from the meaning of the firm's name, print and environmental material including an exhibition wall and company profile, social content, and a seven-page website with a dedicated page for the firm's India–UAE desk.
What is NexArtha?
NexArtha is a CA-led advisory firm founded by five chartered accountants, working the corridor between India and the UAE.
Does KRAM Creative design print and exhibition material?
Yes. For NexArtha, KRAM Creative produced an exhibition wall carrying the identity, philosophy, principals and services, along with a standee, a company profile and stationery. These were surfaces that had to hold at three metres and at arm's length.