UPSTART CASE
Meet Stephen
In January of 2025, insurance benefits broker Stephen Carvalho reached out to me about his decision to split from his previous business partner and embark on an independent journey. He "needed a logo," but a proper brand identity package comes with a plan and nearly 530 files!
Mr. Carvalho loves all things whimsy, old-world, and regal. The challenge here was to mix that preference with the monotonous world of insurance.
Client is fully satisfied.
Quick reference guide
Click here to view the full brand identity presentation. All elements and materials made from scratch using Adobe Illustrator.
The Process
I perform extensive research revolving my client's intention, his competitors, and the culture of his industry.
Before the process began, I proposed an "Emerald, Wine, and Gold" color scheme to satisfy my client's particular taste. He disagrees not having seen the idea in action..
I present brand palette options that fit the traditional norms as well as an edgy alternative according to the client's taste while maintaining the intention of the industry. You can see the full options and presentation here.
Client insists the color schemes and font choices are too minimal and boring. Prefers an "old money" and "regal" feel. I present my original "Emerald & Wine" concept that I proposed in the beginning.
The client instantly loved the concept. Now is time to present logo ideas.
After countless manual sketches and digital mockups, I presented my client with my most recommended idea to satisfy an important icon to him, a dagger.
The handle of the dagger is a hidden torch, representing illumination of overlooked insurance resources.
The dagger's crossguard is a hidden "C" and "G".
The blade of the dagger forms an "M".
The daggers are crossed to represent the three names of the company.
An "old money" serif typeface is chosen.
The client loves the logo and all elements are combined to make his new brand identity.