Moai Wealth

Overview

LUX partnered with Moai Wealth to create a complete digital presence and a distinctive brand identity that reflects the firm’s values, philosophy, and highly personal approach to wealth management. Our work included the full website design and build, brand guidelines, a suite of visual assets, typography systems, colour palettes, and tailored custom graphic elements.

Inspired by the Japanese tradition of Moai - lifelong groups formed to share knowledge, support one another, and foster collective prosperity - Moai Wealth brings the same ethos of shared wisdom to modern investment management. Their offering blends institutional-grade discipline with a highly personalised approach, ensuring every client benefits from a bespoke portfolio and a long-term, community-centred philosophy. As they say, when it comes to money, everyone should have their own Moai.

Design approach

Our design direction focused on balancing modernity with stability, expressing Moai’s emphasis on both personalised service and disciplined, long-term wealth strategy.

Visually, the brand carries a clean modern flair, using confident layout structures, refined typography, and generous white space to convey clarity, trust, and calm. Much of the brand sits on a Bath-stone–inspired creamy white, a subtle nod to the surrounding area and its architectural heritage. The colour palette builds from the classic financial-services blue, symbolising professionalism and stability, and elevates it with a brighter, fresher blue and a deep pastel pink. These contrasting tones introduce warmth and distinctiveness, allowing the brand to feel both trustworthy and contemporary.

A custom pattern system, created from rounded geometric shapes, forms a key part of the visual language. These shapes symbolise the diversity of the investment portfolios Moai Wealth builds for its clients, as well as the sense of community and collective strength at the heart of the Moai philosophy. The result is a brand that feels human, future-facing, and rooted in meaningful connection.