Raven Capital Management
Year: 2016
Role: Branding
Raven Capital Management LLC (“Raven”) is an investment adviser registered with the Securities and Exchange Commission. The Raven team boasts over 95 years of combined investment experience. The goal of the project was to expand Raven's target audience by revisiting and refining the existing brand identity, moving away from clichés. With locations in both Santa Monica and New York, this geographical diversity was integrated into the overall brand image.
The redesign process began with simplifying the original logo and updating the color scheme while retaining elements from the existing palette. Modern typefaces, clean layouts, and minimal line graphics overlaid on images were applied to the overall design. This approach delivers the company's philosophy more clearly and aesthetically, ensuring a fresh and contemporary brand identity.
Design Approach
Logo Simplification & Color Palette Update: Streamlined the original logo and refreshed the color scheme, incorporating elements from the existing palette to maintain brand recognition while introducing a modern aesthetic.
Typography & Layout: Employed modern sans-serif typefaces and clean layouts, complemented by minimal line graphics overlaying images, to convey the company's philosophy clearly and aesthetically.
UI Kit Development: Expanded the color palette beyond the traditional black and green, and selected contemporary sans-serif fonts to enhance readability and modernity across digital and print materials.
Corporate Website
The homepage features two slides, each representing one of the company's locations, paired with a slogan that reflects the company's introduction and strategic vision. Additionally, it includes a link to a page with detailed information, providing users with easy access to further insights about the company.
UI Kit
The overall design was enhanced by introducing additional colors to complement the existing black and green palette. A sans-serif typeface was incorporated to emphasize modernity and ensure a clean, contemporary aesthetic. This approach not only modernized the visual identity but also provided greater flexibility and versatility across digital and print materials, maintaining consistency while refreshing the brand's overall look and feel.
Stationery
A business card and a letterhead have a unified look and feel with the other designs, but are expressed as neatly as possible without an image to suit the purpose.
Presentation
A presentation file is provided to a client in two different options in PowerPoint format. One is a custom design of the entire pages with the content provided by clients, and the other is to provide a template with the basic cover and the internal pages.
Outcome
The rebranding initiative successfully transformed Raven Capital Management's visual identity into a fresh, contemporary representation. The cohesive design elements across all materials have enhanced brand recognition and appeal, effectively communicating the company's philosophy and geographical presence.