A BRANDING EXERCISE
THAT WAS RIGHT
ON THE MONEY

BRAND IDENTITY REFRESH FOR CAPITAL INVESTMENT ADVISORS (CIA)

Longstanding Porchlight client CIA challenged us to give their main brand a slight update. We were to examine how their logo, business cards, sell sheets, and folders and pens would include this new look, one that relayed reliability and trustworthiness among other things.

We first looked at their current logo, and decided we didn’t want to lose too much of CIA’s established brand equity. We cleaned it up by reducing strokes and fills, we updated the color palette and we tightened 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.