Practifi hero image


Sophisticated Brand Transformation Showcases Practifi’s Wealth Management Innovation

Strategic rebrand distinguishes Practifi as the leading performance optimization platform for the wealth management industry.


Practifi is a performance optimization platform that is purpose-built for the wealth management industry. Built on Salesforce, its platform empowers teams to automate workflows, create rich client records, and access advanced analytics in a unified experience.

Looking to move upmarket, Practifi turned to Walker Sands’ branding team to elevate its strategic positioning. The result was a refreshed visual and verbal identity that retained equity in the best parts of their brand and better resonated with Practifi’s target audiences of enterprise firms and advisory institutions.

The Challenge

Coming off the heels of a successful Series B funding round, Practifi approached Walker Sands to help align its growing brand around a clear vision for the future. To bolster its credibility with advisory institutions and large enterprise firms with a wealth management arm, Practifi needed more sophisticated messaging tailored to its key audiences. In addition to a new verbal identity, Practifi partnered with Walker Sands to refine its visual identity and provide updated brand guidelines to ensure cohesive activation of the new brand in the market.

The Solution

The Walker Sands team kicked off the rebranding process by conducting an audit of Practifi’s existing brand. Pairing primary and secondary research, the team aimed to pinpoint brand challenges and create a roadmap for a new brand strategy, expression and activation.

During this discovery phase, we identified that Practifi’s distinctive strength lay in its bold willingness to challenge conventional thinking and pioneer new approaches. With a steadfast commitment to innovation and customer-centric evolution, the brand was poised to meet the evolving needs of enterprise firms and advisory institutions.

Drawing on these insights, the team developed a new brand foundation for Practifi, repositioning the company as a leading performance optimization technology firm that transforms data into insight, action and excellence at scale. The brand foundation included newly defined mission and vision statements, along with the introduction of distinct brand personality traits — Discerning, Forthright, Attentive and Adaptive — intended to resonate throughout Practifi’s marketing communications. The team also devised a new marketing message framework with brand pillars and key messages tailored to Practifi’s target audiences.

Finally, we created a fresh visual brand identity for Practifi, featuring a refreshed color palette and introducing a new brand device characterized by geometric shapes and a freeform gradient. These elements were created to convey adaptation and innovation, reflecting Practifi’s commitment to challenging conventions for better results. 

To maintain the consistency of the new brand, our team delivered comprehensive digital brand guidelines that established internal alignment and cohesive application across all marketing channels.

The Results

The brand refresh successfully strengthened Practifi’s positioning as a leading performance optimization technology company. Practifi’s new voice and tone is aspirational and bright, while still sounding professional and polished to resonate with its target audiences.

The refined visual and verbal identity underscores how Practifi helps its clients achieve unexpected levels of performance. This strategic evolution effectively set the brand apart from its competitors, positioning Practifi as a firm that values innovation and independent thinking.

Explore more outcomes and solutions