We were pitched by Clocktower Group to design their new logo and brand identity after their renaming. They needed a solid brand and consistency in all their marketing materials.
The client comprises a group of macro specialists working as an investment consulting business. Their main office is located in Santa Monica, California. They also have another one in Shanghai, allowing them to have clients all over the globe.
Because of this the new brand needed to reflect their business growth and refresh their presentation to the rest of the world, not based on an individual but on a community, whilst keeping some of the Californian vibes and imagery.
The first concepts that I worked on explored the ideas of constant action and fluid shapes.
The resulting brand is straightforward, dynamic and showcases the evolution the company has experienced through a geometry reminiscent of the clock hands.
In addition, other elements I created for this projects were the colour palette, set of icons, brand guidelines, one pager, business cards, pitch deck and adapted logo for their Shanghai branch.