Define a brand identity for a Colorado-based investment team that partners with talented entrepreneurs in the advertising and marketing space. We grappled with a whirlwind timeline and competing visions for the company to create an identity that lives in print, online, and around town.
The team had three days to conduct stakeholder interviews, do some competitive research and deliver a first draft of logo options. Since the timeline was so tight, early alignment on direction was critical to our success. The design and strategy team created mood boards featuring inspiration materials, sample fonts and colors, and photos of the BHI space.
From the mood boards, we created three logo directions: one using initials, one using a monogram, and one based in iconography. Once the final logo was selected, we expanded the identity across design guidelines, business cards, powerpoint templates, digital media, a website and more.
Final deliverables included a graphic system that was simple enough to be implemented by the new business and operations team who make the bulk of external facing products for Boulder Heavy Industries.
By defining a brand look and feel, language, and physical attributes, our team was able to unite the disparate business units into one BHI family and create a sense of community where one hadn’t really existed before. Corny? Yes. Worth the mad hustle? Totally!
Designer: Julia Renn
Strategy: Heather Roth
Engineer: Aaron Copeland
Project Management: Emily Caner