Rethinking Capital
branding, web
Rethinking Capital is a truly exciting project to be a part of. They are a group of business and financial experts working to champion and embed a sustainable and equitable financial model.
Beautiful Bright was commissioned to create the brand identity for Rethinking Capital. As with all branding projects, it was essential to consider the audience with whom Rethinking Capital communicates; global banks, leading universities, leading economists and world leaders. We wanted a mark that was sophisticated and relatable to the audience.
Our proposed mark created an identity useful for a campaign or popular appeal. We loved it, but it failed to carry the degree of sophistication the client needed. The mark reverses (or rethinks) the dollar sign created from an 'R' and 'C' for Rethinking Capital.
The Final solution is robust and plainly spoken. We chose a font that we think conveys brand values of consideration, refinement, and intentionality.
There isn't yet much to look at; we're in the holding page stage of the project. Rethinking Capital would love your engagement, so do check out the site and sign up for more information.
Since first publishing this post, we have revisited the site and completed its build.
Beautiful Bright was commissioned to create the brand identity for Rethinking Capital. As with all branding projects, it was essential to consider the audience with whom Rethinking Capital communicates; global banks, leading universities, leading economists and world leaders. We wanted a mark that was sophisticated and relatable to the audience.
Our proposed mark created an identity useful for a campaign or popular appeal. We loved it, but it failed to carry the degree of sophistication the client needed. The mark reverses (or rethinks) the dollar sign created from an 'R' and 'C' for Rethinking Capital.
The Final solution is robust and plainly spoken. We chose a font that we think conveys brand values of consideration, refinement, and intentionality.