I had the considerable honor to work with Channel Partners Capital (CPC) as an Art Director for three years. In this time, CPC grew exponentially. CPC was ranked in the Inc. 500|5000 five times in a row, originated over 7,000 loans generating loan receivables of over $350 million, and lastly closed a significant equity investment from funds advised by Elliott Management Corporation (“Elliott”).
They had a strong logo. Unfortunately, they suffered from unrestricted use of the mark and had added extras (drop shaddow, varied colors, etc.). I cleaned up the logo and then created a Identity Guideline to avoid any evolution of the mark and its use in the future.
As a financial institute it was nessesary to standardize the printed and web materials to focus on strength in consistancy. I wanted the borrower to never be confused on whom they are talking to. This consistancy is to build brand loyalty and symoblize our efforts in great customer service. This was applied to all materials (excluding promotional campaigns).