Creative Direction and Design
Creative Direction and Design
For this successful Detroit-based wealth management firm serving high-net-worth clients, the challenge was to create an identity that conveyed confidence, stability and sophistication without relying on the usual visual conventions of the financial industry.
Early explorations played more literally with the idea of a podium, but we ultimately moved toward something simpler and more enduring. The firm's initial, P, became the foundation of the identity. Subtle alterations to the letterform gave it a chiseled, architectural quality, suggesting strength and permanence. Even the serif at its base offers a quiet reference to a podium, preserving a connection to the name without making it the entire idea.
A restrained palette of black, white and gold completes the system, giving the identity an understated sense of prestige while allowing the typography and mark to do the work.