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CLIENT
Keystone Planning Partners
Keystone Planning Partners is a securities and investment advisory service that creates financial plans tailored to individuals’ and businesses’ specific needs. With over 60 combined years of expertise, Keystone has built a consistent reputation of trustworthy financial stewardship.
SERVICES
Logo Refresh, Brand Design, Print Collateral
Although a memorable design, their logo needed refinements and more expansive variations. A light brand refresh was the best solution to keep the core visuals the same while elevating the overall branding. We also produced print design materials for events, internal use, and client-facing collateral.
Identified Improvements
Without an organized brand asset library, it’s easy for key pieces to become distorted or lost over time. In the case of Keystone’s logo, there were five notable areas of improvement that were the focus of this refresh.
The typography needed to be kerned.
The line weight lacked consistency.
The keystone was an irregular shape. (See below)
The blocks were uneven throughout the arch.
The overall icon was stretched and misaligned.
All of the important issues were corrected as well as other minor adjustments that contributed to a more uniform and stable overall design. With everything improved, the resulting update was subtle yet distinctly more professional. A strong design lies in the details.
Building Up
The creation of a brand guide and an extended logo kit meant needed collateral could be produced for efficiently and to a higher degree of quality. Print materials were designed for trade shows, internal communications, and client-facing interactions. Evergreen and legacy pieces could be updated to include the refreshed branding as needed with minimal effort, as the primary brand color and fonts were strategically unchanged.
“Sunward has been a great support for us over the years. They’ve helped our brand visually come together and truly represent the best we can be. We appreciate their patience and thoughtfulness along the way, and look forward to continuing to rely on their expertise.”
— Managing Partner, Keystone Planning Partners