Profinity Capital Management is a Pittsburgh-based start-up asset management company. Profinity’s managing director, Joseph Graziano, approached me to help create the company’s visual identity.
The design brief stipulated the need for a professional, stable, trustworthy appearance. One that was “cutting-edge, but not trendy.” The design needed to be simple, and without the use of “radical colours” in order to appeal to traditional investors.
The “N” was customised to incorporate an arrow, indicating movement in the financial sector. This symbol can be detached from the logotype for use as a website favicon and a social media avatar.
“Being faced with the task of branding your company is a large undertaking. I spoke with a few large US marketing and design firms, and none of them gave me a feeling of intimacy and understanding when it came to my project — I felt like I was just another “To do” on their list.
“This led me to David, where right from the start it was his goal to get inside my head and understand what Profinity is, and how we wanted to be perceived. After a few back-and-forth discussions, David went to work, only to come back with a brilliant set of designs. I was happy that he was able to wrap himself around, and understand, my need for a minimalistic, sharp, and professional feel.
“Needless to say, I couldn’t be more pleased with the results. Thank you, David.”
— JOSEPH GRAZIANO, MANAGING DIRECTOR
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