Perstrata Rebrand

Odgis + Co rebranded Syndicate HR as Perstrata, developing the name, messaging, and visual identity. Perstrata helps family offices and high-net-worth families with the challenges unique to their world: succession, leadership transitions, family dynamics, and keeping key talent. Its founder grew up in a family office and understands these issues firsthand. As the firm expanded beyond HR into insurance, finance, and real estate, it needed a name as human as the families it serves. Perstrata (per-STRAH-ta) combines personnel and strategy. In Latin, per strata means “across layers,” a nod to legacy carried through generations. For the wordmark, we created a custom font with soft edges that is polished and minimal. It connects to a logo mark of people coming to the table. A palette of variegated gray-blues with an almost metallic sheen gives the brand an upscale, refined feel. Imagery of trees and growth over time speaks to generational wealth and the bonds between family members. A one-page style guide holds the key brand assets needed for launch. The result conveys calm confidence and quiet authority.