Fulcrum Consulting Group Rebrand
Multiplying the collaborative mindset by the attention to detail of this private equity transaction & growth advisory services results in a powerful brand set to seize the future.
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+ BRAND POSITIONING
+ VISUAL IDENTITY
+ MESSAGING & VOICE
+ LOGO SYSTEM
+ COLOR PALETTE
+ TYPOGRAPHY DIRECTION
+ PHOTOGRAPHY DIRECTION
+ WEBSITE
+ BRAND-TO-MARKET
RECOGNIZED FOR
It’s not immediately apparent, but consulting is an incredibly simple idea. One party advising another on a subject they carry expertise or experience in, creating an amplified advantage – leverage. Fulcrum has always done this well, but they needed to leverage to expand.
Working from the engagement strategy that the two Fulcrum founders had in mind, we arrived at a detailed positioning that would give the team the flexibility to hire and grow into a breadth of situations as the expert leverage Private Equity firms seek when amplifying profits through complex acquisitions, operational streamlining and eventually a sale.
APPROACH
Convey on many levels that there is ‘something more modern’ here, while maintaining a high level of sophistication and infusing everything with an underlying sense of intelligence.
THE WIN
When it was time to get into a visual exploration, we sought out ways to portray this pivot point in a subtle way, giving the logotype distinction and visual force. The color palette packs a sense of calm, intelligent perfection with bursts of brilliant intensity. Visual support through graphics carrying arcs, points and angles work with photography that firmly provides the context.
