Visual Brand and Website Development
Redefining a Midwestern Powerhouse Investor
Work began with a series of Discovery Interviews in Huron Capital’s Detroit headquarters with a significant roster of Huron Capital employees. In doing so, key messaging challenges and opportunities were identified from which Darien Group could evolve the narrative of the firm.
The resulting messaging platform blends Huron Capital’s Midwestern heritage and Detroit culture with the sophisticated team, processes, structure, and focus that make it such an outstanding competitor within its target sectors.
Darien Group sought to reinvigorate Huron Capital’s visual brand keeping in mind the prior work conducted in the Messaging Development phase rephrase: emphasize the messaging work as the foundation rather than a thing we kept in mind. The chosen creative direction was centered around one word: “Focus.”
Huron Capital’s proven ability to bring opportunities into focus guided a visual narrative which can be observed in the website: messages are clearly framed, images are tight and intentional, and interactive elements grab and hold a visitor’s attention on specific website components. The “Focus” metaphor also resonates with Huron Capital’s specialization within 10 subsectors of the Services industry.
The visual brand phase of the engagement also included logotype development Where the former logo featured a sailboat, the refreshed logo features only a modern depiction of a sail, paying homage to the firm’s past while also representing an upward trajectory, exponential growth, and the forward momentum of the firm.
Huron Capital’s cohesive visual brand pays tribute to the firm’s history and modernizes their look and feel across branded collateral and the website. The overall look and feel of the visual brand, from imagery to logotype and more, was combined with website functionality to craft a straightforward but extremely impactful impression from the very first visit to the homepage.