Building Chloey Wealth Management

Every brand story begins with discovery. With Chloey Wealth, our first conversation set the tone for everything that followed. We sat down with founder Jenna Vitosh and her team to uncover not only the goals for the business, but also the personalities, values, and client experience they wanted the brand to reflect.

From the start, it was clear this wasn’t going to be like other financial advising firms. Chloey’s mission is to redefine wealth management with a modern, woman-led approach—one that empowers clients to take charge of their financial futures with confidence.

In our discovery workshop, we dug into design preferences, shaped brand personas, and outlined what to avoid. From that, we defined Chloey Wealth’s ideal client: a mature, accomplished individual looking for trusted, expert guidance.

Chloey’s vision came into focus:

Chloey provides a holistic and empathetic approach to wealth management, guiding clients through complex financial decisions and estate planning with authenticity and care. By easing the emotional and practical burdens around money, they help reclaim time, reduce stress, and empower their clients to build a financial legacy that’s uniquely theirs.

With this as our foundation, we started to shape what Chloey would look, feel, and sound like.

As we explored names, one clearly rose above the rest: Chloey. It carried the warmth, confidence, and individuality we wanted the brand to reflect, while steering clear of tired industry conventions. It also happens to be Jenna’s middle name.

With a polished and well-kerned wordmark, clean, high-contrast, serif typeface, and a rich color palette of purples, greens, and creams, the Chloey Wealth brand is here to allow their clientele to build wealth, better.

This design aligned perfectly with Jenna’s vision for a financial brand that leads with poise, clarity, and soft power.

Once the design was set, we moved into full brand development:

• Social media graphics
• Website rails, site maps, and copywriting
• Exterior signage
• Branded collateral: business cards, email signatures, and thank-you cards

To complement the design work, we also organized a full-day photoshoot, capturing editorial-quality images that showcase the brand’s personality across every platform.

Chloey Wealth now stands as a modern, woman-led, wealth management organization in an industry still shaped by outdated norms. It’s a brand that conveys strength without arrogance, sophistication without stuffiness, and empathy without pretense.

At Eleanor, we couldn’t be more proud to have partnered with Jenna and her team in bringing their vision to life. Chloey is more than a financial brand—it’s a movement toward empowering women to boldly take charge of their wealth and shape their own financial legacies.