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LET ME TELL YOU ABOUT US:

Company Description

Principia Wealth Advisory, LLC (the Company) will provide advisory services to its clients in the field of financial planning and investment management. The mission of the Company is to assist and equip clients in being wise stewards of their resources and to encourage them to pursue an extraordinary existence.

Company Approach and Philosophy

The Company believes its competitive advantage comes from its approach to overall wealth management and the execution and delivery to the client.

Wealth Management Approach

The name of the Company, Principia, is the Latin word from which we derive principle and literally means of first importance or foundational. We strive to lead our clients in establishing a solid financial foundation from which all other financial goals and objectives will be built upon. We believe that in the absence of wise counsel, people in general will often leave a solid foundation in order to pursue enticing or exotic strategies that often lead to adverse consequences. Without a strong foundation, the house that is built upon it will ultimately collapse in due time. Our core beliefs are:

Truth exists that no amount of scrutiny or time will affect. As this relates to financial planning, some of the truths we hold tightly to are:

o The borrower is servant to the lender debt should be entered into with extreme caution and care and avoided if reasonably possible.

o In investing, you dont receive a reward without taking a commensurate level of risk.

o Everyone should establish an emergency savings fund.

Decisions and non-systematic risks are controllable; systematic risks and therefore outcomes are uncontrollable.

A prudent plan does not require the best or even average uncontrollable outcomes to occur in order to succeed, but takes into account the reality that often times we will experience undesirable, uncontrollable outcomes.

Plans fail for lack of counsel, but with many advisors they succeed.

In order for a plan to succeed, it must be prudently developed, expertly executed, rigorously monitored, and consistently updated.

Investment Management Approach

There is no substitute for experience, expertise and due diligence. Our investment philosophy is again built upon a solid foundation that is not subject to the swaying currents of public opinion. We believe that research, statistical analysis and data evaluation are superior to market timing, security selection and intuition. Our core investment principles are:

Markets work Capital markets do a good job of fairly pricing all available information and investor expectations about publicly traded securities.

Diversification is key Comprehensive, global asset allocation can neutralize the risks specific to individual securities.

Risk and return are related The compensation for taking on increased levels of risk is the potential to earn greater returns.

Portfolio structure explains performance The asset classes that comprise a portfolio and the risk levels of those asset classes are responsible for most of the variability of portfolio returns.

HERE IS WHAT WE NEED:

We need a firm logo and collateral theme to be used on website, business cards, stationary, marketing materials and business forms.

OUR TARGET AUDIENCE IS:

Our target clients are affluent individuals, families and business owners who want a financial planning firm that they trust and believe has the sophistication, professionalism, expertise, integrity and passion to help them achieve their financial and life objectives. The primary decision maker demographics are professional males from the mid 40's to late 50's that are well educated, have investable assets of at least $500K and desire a high-end wealth management service.

WE LIKE THESE DESIGNS:

What the Logo/Font/Theme should communicate/evoke

Strength

Consistency

Solid

Foundational

Unmoving

Professional

Sophisticated

Elegance

Trustworthy

Excellence

Expertise

Valuable

Leadership

Style Suggestions

Granite

Rock

Classic

Conservative

Clean

Materials

Contract
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