Gulf Stream

Having evolved past its start-up roots and with a goal to reach a portfolio of $7b in managed assets, Gulf Stream were looking to evolve its branding to better communicate its stronger position in the market and the difference they provide to their clients. 

Navigating Exceptional

Looking to their name we developed a story of navigation and drew on micro and macro economics to help weave the story, going above and below the surface to convey the exceptional lengths they go to. The strategic promise 'Navigating Exceptional' became their north star and the the foundation that the new work was built on.

Imagery

From satelite to underwater, the imagery takes a micro and macro conceptual approach to communicate the level of research taken that is a key differentiator.

Navigation flows throughout

From the logo which incorporates the degrees symbol to staggered layouts that reference the way boats 'tack', zig-zagging through the water, and to codified acronyms normally seen on the tops of racing yachts, the whole identity follows the navigational narrative.

"We were taken on a journey where we uncovered truths about our business, which we had not verbalized before.They were thoughtful and patient as we discovered a style and aesthetic that truly fit our next business vision. We appreciated how they did not typecast us from the start, but rather explored a wide variety of approaches and inspirations to get us where we landed. We appreciated how deep they got to know our business to build an identity that was authentic. They did a fantastic job of keeping what was working but adding fresh ideas to create a unique and elevated branding for us. We are incredibly proud of the results."

Mark Mahoney 
CEO, Gulf Stream

Collaborators

Fiona Veitch

RP©