Alternative Asset Services Company Rebrand
Intro
A tech-driven service provider in the alternative investments space needed a refreshed brand identity to stand out from traditional fund administrators like Alter Domus and SS&C. Working alongside the Design Director, I co-created the new logo, developing concepts that reflected a bold, clean, and professional vision. I also independently built the final brand guidelines and designed mockups to showcase the new identity across digital and marketing channels. The visual system emphasized strong typography, clean lines, minimal color use, and a tone that balanced professionalism with approachability. The completed brand identity positioned the firm as an innovative, trusted alternative in a highly competitive market.
Timeline
2 Months
Services
Logo + Brand Guidelines + Mockups + Graphics
Client
Alternative Asset Services Company
Tools
Figma + Illustrator
My Role
Co-developing logo concepts with the Design Director
Finalizing the approved logo design
Creating a comprehensive brand guideline system (typography, color palette, usage rules)
Designing mockups to demonstrate the new brand across digital and print touchpoints
Design Goals
The existing branding felt outdated, overly colorful, and too generic for the finance and technology industries. Our goal was to revamp the identity to better reflect the firm’s tech-driven services and create a more distinctive presence in a crowded market. Key design goals included:
Emphasize a bold, professional, clean look that conveys trust and authority.
Maintain minimal color use to reflect sophistication, focus, and modernity.
Balance professionalism with an approachable, human tone to build stronger client connections.
Differentiate the brand as a tech-driven service provider in a space dominated by traditional fund administrators.
Previous Brand Guideline Examples:
Logo Design Process
We explored over 100 logo concepts across three rounds of iteration, alongside a typography study that helped the client clarify their visual preferences and align on the brand’s final design direction.
Initial Exploration (Round 1)
In the first round, we explored a wide range of logo directions, focusing on clean lines, bold geometry, and a strong corporate presence.
Logotype Study:
Logo:
Logomark Direction 1
Logomark Direction 2
Logomark Direction 3
Refinement (Round 2)
Using feedback from the first round and the typography study, we narrowed the direction to one logo concept. The client requested two different logotype options to explore how the chosen mark would pair with different typography styles, and also wanted to explore slight variations of the company name. This allowed us to refine the final design for clarity, professionalism, and approachability.
Final Logo
In the final round, we polished and simplified the leading designs, ultimately selecting a logo that captured the brand’s tech-driven, trusted identity. During this stage, we also pitched the idea of shortening the name to create a more streamlined and memorable brand identity. The client responded positively to the suggestion and ultimately chose the simplified name. We also finalized a refined silver gradient as the primary brand color treatment, emphasizing a sense of luxury, sophistication, and modern professionalism.
Brand Guidelines
To ensure consistency across all brand touchpoints, I created a comprehensive brand guideline system. The examples shown below highlight key elements such as color, typography, logo usage, and visual styling, but do not represent the full guideline.
Color Palette
Typography
Logo Usage Guidelines
Mockups and Applications
Conclusion
The final brand identity successfully transformed the company’s image from an outdated, overly colorful, and generic look into a modern, professional, and distinctive presence. The new logo, refined visual system, and brand guidelines clearly communicated their tech-driven services, differentiated them from traditional fund administrators, and positioned them as a trusted, innovative partner in the competitive alternative investments space. The updated branding also provided a scalable foundation for future marketing efforts and client engagement. The company plans to roll out the new identity following the completion of internal approvals and legal review.
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I’m excited to join a team where can contribute, grow, and build thoughtful design experiences in collaborative environments.
If you're looking for someone who’s ready to dive in and make a difference.