Linnovate Partners Rebrand
Intro
Linnovate Partners, a tech-driven service provider in the alternative investments space, needed a refreshed brand identity to differentiate 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 Linnovate Partners as an innovative, trusted alternative in a highly competitive market.
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
Linnovate Partners' existing branding felt outdated, overly colorful, and too generic for the finance and technology industries. Our goal was to revamp their identity to better reflect their 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 Linnovate 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, including "Linnovate Partners," "Linnovate," and "Linno." 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 Linnovate’s tech-driven, trusted identity. During this stage, we also pitched the idea of shortening "Linnovate Partners" to either "Linno" or "Linnovate" to create a more streamlined and memorable brand name. The client responded positively to the suggestion and ultimately chose "Linnovate" as the final brand 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 covering color, typography, logo usage, and visual styling.
Color Palette
Typography
Logo Usage Guidelines
Mockups and Applications
Conclusion
The final brand identity successfully transformed Linnovate Partners’ 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.