Bold identity for a conservative industry
Morones Analytics is a business appraisal and forensic accounting firm in Portland, Oregon. They wanted to better position themselves as a leader within an otherwise visually-bland industry. They approached us for a new visual identity and traditional stationary materials.
As we discussed their aesthetic goals for the identity, there were a couple visual elements the client brought up - the various data graphs that are so important to their work, and the surrounding hills of Portland that they see from their office. Most importantly, the client wanted to focus on the “M” of the name. So, we started working with these elements, looking for ways to distill them down to their essence, and at the same time convey the firm’s confidence their own clients had come to rely on. We did a few rounds of ideas to hone in on the best direction (see below). In the end, we steared away from abstract ideas, and landed on a classy and direct approach with a bold touch of color.
This project included logo design, business cards, letterhead, and envelopes. After the project was completed, the client adapted the logomark for their office signage.