Investing from the old to the young, up-and-coming.
This project was a real project done with Riverwater Partners, an ESG Investing firm in Milwaukee, Wisconsin. Me and 2 other graphic designers were tasked with rebranding their company. We were also tasked with creating a brand identity for their new all online subsidiary, Riverwater BLUE.
Riverwater Blue.
Riverwater Blue is an online investing tool designed for young professionals looking to get a start in investing their money. This subsidiary targets 25+ adult business people, as opposed to their parent company which involves investing in more than 6 figures. Riverwater Partners caters more towards the 50+ year olds business people with loads of experience themselves. The challenge of designing this brand was to target this more fresh, younger demographic while also appealing to the original audience that the parent company does.
When First Creating the logo, the company decided to go with a more nature themed logo. This was because they were an ESG investing firm. ESG investing means socially responsible investing. So that means whatever is sought in financial good, must also mean a positive, social/environmental good. So naturally they chose option 3 to move forward with. But it was still too detailed for a logo. So we simplified.
More variations of the Blue logo being simplified.
After many variations and simplifications me and the clients finally arrived to a final signature/lockup that checked all the boxes.
The last part of the branding project for Riverwater Blue was to create a set of stationary for this new subsidiary. This includes a general and personal letterhead, mailer, business card and an email signature. The style is minimal and elegant. To follow the company’s style. Each piece is pictured below.
