When you walk into our office, it’s not uncommon to be greeted with a hug, a cold drink, or a team member who already knows how your grandkids are doing. That’s because at SD Capital, financial planning has never been just about dollars and decimal points—it’s about people.
That’s why today, we’re proud to share the new SD Capital.
This isn’t a change in direction. It’s a clearer expression of who we’ve always been. We’ve refreshed our look, reimagined our website, and refined our message—not to become something different, but to better reflect the relationships, values, and vision that define us.
Why We Rebranded
The financial industry is full of noise. There’s too much jargon, too many sales pitches, and the sort of stiff formality that makes money feel more intimidating than empowering. That’s never been our way. But we realized our brand didn’t fully reflect that.
We wanted our story to feel like our service: honest, human, and grounded in real-life relationships.
So we set out to create a brand that feels like SD Capital. Not flashy. Not corporate. Just a team that shows up every day for our clients.
This rebrand is about alignment—making sure our visuals, voice, and digital presence reflect the experience our clients already know and love.
What’s Changed — and What Never Will
From the start, we knew this wasn’t about reinvention. It was about refinement. We didn’t need to change who we are. We just needed to express it more vividly.
Our logo now carries more meaning, with rounded forms that suggest motion and growth. Paired with a crisp, confident wordmark, it signals warmth and precision—qualities we bring to every relationship.
We also reimagined our website and visual presence to feel like an extension of how it feels to work with us. The photography is candid and real, not staged. The typography is clean and conversational. The layout is simple, designed to make things easy to understand instead of overwhelming.
Our tone of voice has evolved too. It sounds more like the conversations we have with our clients each and every day. No financial jargon. No fluff or sales pitches. Just real, down-to-earth guidance that makes sense and meets you where you are.
And while the visuals and voice evolved, the heart of our work remains the same.
“They’re not a big corporation—and that’s what I love. It feels personal.”
—Donna M.
We remain committed to collaborative planning, because your input matters. Our conversations still begin with your goals and values. And we still believe that great financial advice starts by listening well, asking good questions, and offering guidance that’s grounded, not generic.
What’s changed is how our brand shows up. What hasn’t (and never will) is how we show up for you.
A Brand That Reflects Our Beliefs
This rebrand gave us a chance to double down on what we stand for, and to ensure that what you see reflects who we are.
At our core, SD Capital has always been about more than financial strategy. We exist to help people live lives full of meaning, not just money. Our new brand reflects that philosophy at every touchpoint.
The colors are calm and confident—meant to feel welcoming, not overpowering. The photography captures real moments, not perfection. The typography speaks with quiet confidence.
It’s all designed to help you breathe a little easier when you interact with us. To signal that you’ve found a team who listens first, speaks plainly, and cares deeply.
“It’s a relationship that goes beyond business and friendship—it’s family.”
—Kelly C.
Because to us, financial advice is about building something meaningful together.
What’s Next for SD Capital?
This next chapter is an invitation to both our current clients and those we haven’t met yet. If you’re looking for a financial advisor who listens before they lead, and who treats you with the same care they’d offer their own family, we might be the right fit.
We’re so glad you’re here.
And whether you’ve been with us for years or are just getting to know us, thank you. Thank you for trusting us with your time, your story, and your future. We don’t take it lightly.
Here’s to what comes next—and to the freedom to enjoy what matters most.
Brent Shimman is the co-founder of SD Capital with over 20 years of experience helping clients align their finances with what matters most. He lives in Oregon, Ohio with his wife and five children.
