A flexible Identity System.
When it came to refreshing the Ballast brand it was important to strike a balance between modern and heritage in order to create something both timeless and relevant. On a boat, a ballast is used to provide stability and act as a counterweight to resist lateral force. As a capital advisory group, Ballast provides stability, advocates for, and protects the financial legacies of, their clients. Naval proofing marks, originally seen on cannons, were a stamp of approval. and a gaurantee of quality and craftsmanship. The idea to then combine an iconic boat ballast with a monogram-mark seemed only fitting and became a modern mark of stability and longevity for the Ballast brand.
What
Discovery
Positioning
Strategy
Brand Identity
Identity System
Launch Plan
Identity Suite
Website
Photography
Collateral Materials
Color System
The Ballast brand swatches take inspiration from naval and nautical themes, drawing on seafairing characteristics like the need to be discerning, propitious and adept while navigating such an ever-changing landscape. It draws parallels between a seaman’s most necessary skillset of constantly reading the water and weather to an investor’s watchful eye on a dynamic market.
