A proposed brand refresh during my time at Elephant that aimed to reposition Blackstone, one of the world’s leading investment firms. As Art Director I was tasked with developing a modern identity for a new audience and a design system with simplicity, consistency, and usability across all brand touch-points.
We kept the wordmark but removed the black box surrounding it. The direction allowed for renewed emphasis on white-space and warm tones while still retaining some ‘premium’ instances where black could shine.
