Gratus Capital was founded in 2005 by Hank McLarty and has grown to nearly 50 advisors, managers, and specialists. In 2021, the firm undertook a comprehensive rebrand built around the firm's name, derived from the Latin word for "grateful."

ARMADA was brought in as a creative production partner for the rebrand. The scope included an introduction film for new client outreach, employer brand photography highlighting the firm's culture and community involvement, and executive headshots for the full team. The headshot program has continued as the firm grows, with ARMADA returning to shoot new team members on an ongoing basis.