HeartLux Capital

Brand Foundation, Identity + Website

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After nearly 20 years of working together and building deep, trusted relationships with families, the founders came to LIGHT+CO to create a new firm of their own. Their distinctive focus was helping families plan for the long-term financial wellbeing of loved ones with special needs—a responsibility that extends far beyond traditional financial planning.

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Our discovery work revealed that their greatest differentiator wasn't simply their expertise, but the extraordinary care they bring to families facing deeply personal, multigenerational decisions. That insight became the foundation for a new brand purpose: helping people keep the promises they've made to the next generation. Our work led to the development of the HeartLux name, a new identity, and website—a warm, confident expression of a firm that combines deep expertise with empathy and thinks in terms of generational impact and care, not just financial returns.

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The HeartLux Capital brand will launch in September 2026.