This project will always have a special place in my heart because it was the first project I took on, upon moving to California this past March.
When I moved from the East Coast, I also had a career pivot in mind. Less fashion and beauty work, more work focused on branding, innovation, and technology. Situating myself in the heart of Silicon Valley, I hoped the work would just come to me… and it did!
Pinnacle Peak Advisors is a full-service tax advisory firm offering tax preparation, planning and consulting services to wealthy individuals, entrepreneurs, and executives. What makes them unique is that they bring a dose of Silicon Valley’s innovative spirit to an otherwise tired and dull industry. Many of their clients founded and or lead amazing technology companies and they are using these technologies in our business on a daily basis.
What I loved about working with this client, is that they knew right away what made them unique, and already had a vision in mind about how they wanted to visually represent that. When I met with co-founder Garrett, he came prepared with all kinds of swipe. My favorite, of course, what the inspiration he drew from the Patagonia branding. As it so happened, at the time I had just started reading Let My People Go Surfing: The Education of a Reluctant Businessman by the founder of Patagonia, Yvon Chouinard. I love those synergetic moments in life.
1. The Exploration
After I reviewed all the client’s inspiration and asked them to do a brief questionnaire to help me understand their business goals, I then created a mood board that captured both the visual information from the swipe, as well as the written information from the client questionnaire.
2. The Design Process
Once the overall mood and color palette was defined, I then began to explore various logo marks. I knew from our explorations, that the logo would have an illustration of Pinnacle Peak (a real place that has a special significance to my clients!), so that was a great grounding visual for me to start with and build upon.
During the design explorations, I researched classic, outdoor equipment, and camping graphics, and practiced some iterations, searching for a balance that spoke to adventure, but in a chic, and elevated way.
3. The Outcome
The final designs are using a mixture of modern and classic typefaces, and a more minimal take on the icon.
The chosen colors are a mixture of subdued and electric, equally balanced the classic, chic approach with a hint of adventure (the cobalt blue).
Brand Pattern and Texture
The two patterns also represent the balance of classic and adventure. Marble is chosen for its association with financial institutions, and the speckled pattern is reminiscent of patterns found on camping equipment.