Family Identity Practice

The things we save of our everyday lives are not always considered “museum pieces” but they often find their ways into meaningful displays and become expressions of identity and memory as emotional conduits that integrate the sense of self.

Wealthy Families have a strong sense of origin and identity that are not always properly conveyed to next gens, to stakeholders and to the community in which they’ve established. The relationships among relatives and in-laws, different motivations, skills and expectations concerning personal goals and wealth management can contribute to disrupting this common identity. Through the exploration of events, of persons and/or of the family history Wealthy Families value heritage and set the pace to projects memory for the future, building their Identity and fostering values.

AIFO has created for them a specific advisory practice to help them protect their reputation and history using archives and museums, physical spaces where members of the family can point to and interpret their life events of the time and connect this to the continuity of the Family and community context.

The archive incorporates the material history of generations of a single Family and incorporates the layers of Family culture, memory, and experience across multiple generations. The archive may not begin intentionally as a physical space but it can grow into something very much like a museum and become an experience for the community.

Family Office

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Family Legacy

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Family Philanthropy

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Family Co-investments

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Through the Family Identity project, AIFO aims to help the Families in enhancing and protecting the intangible capitals and values around which the Family has evolved. The external visibility helps consolidate relationship through members, reduce the risk of wealth disruption and the risk of a bad reputation.

The AIFO methodology follows the Family in an intense path of knowledge, awareness, and sharing, through two complementary and integrated phases:

Exploration of the Family Identity System


  • Analysis and evaluation of family history and reputation;
  • Analysis and evaluation of the objectives and purposes of family storytelling;
  • Identification of the narrative;
  • Analysis of strategic options and operational tools that can be implemented.

Continuity Map Design


  • Construction of the Family archive;
  • Planning of options and strategic initiatives;
  • Selection of the communication tools (public relations, cultural sponsorships);
  • Narration and selection of the chosen places to establish the Museum of Family / Business;
  • Definition of crisis protocol and protection of Family reputation.