The Client

G & M Investment Group, based out of Annapolis, MD, wanted to rebrand as Alpha Pointe Capital and came to me to kick off their new visual brand.

Project Overview

The first step in the brand overhaul included creating a mood board to explore possible design directions, followed by the design of an entirely new logo. The final portion of the project included developing an encompassing brand style guide to define the available brand graphic assets and their proper usage.

Mood Board

As with all my logo design projects, I began by having the Alpha Pointe Capital team fill out a brand questionnaire: a comprehensive list of questions that helps me better understand the client’s brand vision and target audience. With their answers, I assembled a mood board to lay out my initial thoughts and present them to the client. I grouped my ideas into three themes based on their choices of adjectives like “experienced,” “strong” and “trustworthy” within the brand questionnaire. The mood board allowed me to be sure I was headed in the right direction, and it assured the client that we were on the same page regarding their new mark.

Logo Design

Once the Alpha Pointe Capital team locked onto the concept of a singular “A” emblem, I presented a series of black and white logo concepts, refining the logo in communication with the APC team until reaching the final geometric “A” design. I then worked up a variety of color palette options, ultimately ending up with a combination of techy blues and bright orange tones. Typography soon followed, with all components coming together to create a more modern brand with a bright color palette to back it up.

Brand Style Guidelines

Following the development of the new Alpha Pointe Capital logo, I created a visual style guide to lay out best practices for using the logo in marketing materials. Using Frontify’s brand management platform, I built an editable digital library to hold the brand’s various logo files and style guidelines, including color swatches and typography. With an online style guide, Alpha Pointe Capital was able to easily access and share their logo files with their own team or external content creators, and they could make updates to their brand rules as they grew.