A BRANDING EXERCISE
THAT WAS RIGHT
ON THE MONEY

BRAND IDENTITY REFRESH FOR CAPITAL INVESTMENT ADVISORS (CIA)

Longstanding Porchlight client CIA challenged our team to give their brand a refresh, a scope of work that included both print and digital deliverables. Having worked with the CIA brand for some time, Porchlight was familiar with the company identity, differentiation and culture. In other words, we understood what it meant to change it.

We quickly determined that we didn’t want to lose too much of CIA’s established brand equity, but we did want to modernize it. We did this by reducing strokes and fills, updating the color palette and tightening up the name orientation. Then, we established a set of secondary, complementary colors. We applied this color story to their new style of clean, crisp, and modern black and white photography, and we also updated their font families and messaging tone of voice.

Our biggest challenge was finding the right color palette to work well with their remaining primary color (one of the strongest assets of the brand). After exploring multiple palette variations, however, we were able to settle on the correct mix. Our final design elements included this palette, vivid black and white photography, impactful color photography overlays and simplified typefaces.

Today, the new logo and identity is represented in CIA’s new business collateral, including new business cards, sell sheets and folders. Their new and improved digital identity includes a new website and newsletter.