The logo is set in Gotham Bold and typeset so each word gradually increases in scale as we get to the most important focus: “Design”. The logo was intended to feel bold, modern, and accessible—as the previous mark was dainty and difficult to read. It is particularly effective for wayfinding, as it made the offices easier to locate at street-view.

The following touchpoint collateral included an agenda template for all in-person meetings at the firm—both internal and client-facing. The polished agenda introduced the firm with a light history, identified the speakers and primary stakeholders, and included an overview schedule, meeting summary, and contact information to stay in the loop.

Notebooks, business cards, letterhead, and other items in the corporate identity are set in blues, greens, yellows, and reds to ensure each item feels colorful and considered. The color palette and pattern library gives each asset the opportunity to feel unique yet united. Bold typography ties all assets to the core logo.

The package includes custom “Thank You” postcards to follow-up with clients after initial meetings. The design was set in ‘Trace Yellow’ as a nod to the founder’s hand-drawn sketches/notes scribbled famously on yellow tracing paper. The postcards should feel personal, hand-crafted, and thoughtful. Their composition is set to accommodate prepaid postage.

Clients traveling to Princeton, NJ to visit the corporate offices are gifted a digital and physical booklet welcoming them to the area with fun tips, tricks, and recommendations to ensure their stay is as comfortable and enjoyable as possible. Photography is set in black/white to ensure the strategic pops of color further the approach to brand identity.