Anchory is a trust-invoking name that communicates the brand's mission well. The word anchor describes a person that can be relied on for support, stability, or security. Since Anchory leads with knowledge and guidance we leaned on the word advisory. The name Anchory, which was a readily available .com name, quickly became a brand name embodying what the consultancy provides: specialized financial guidance you can depend on.

The brand identity design for Anchory is simple yet powerful. A custom italic typeface was created to showcase forward movement and speed: a nod to the acceleration of your finances, the athletic nature of its clients, and the consultancy's future-forward mindset. The letterforms A & Y are the exact same shape, flipped to tell the story of 360° financial advice from beginning to end. A deep navy blue was chosen for its symbolism of importance, confidence, power, and authority, as well as intelligence, stability and unity.