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WestStar
Graphic design, Art Direction, Brand Identity
Based in Seattle, Weststar are a team of financial professionals who provide their clients the advice and guidance they need to pursue their dreams, in a way that suits them, and helps them grow. They deepen their client’s knowledge about money – how to manage it astutely, and balance today’s needs and tomorrow’s goals.
Objective
WestStar Brand Development
Weststar is a culmination of two businesses namely Weststar Financial Group, which services brokers and brokerages (in the USA a broker is an advisor) along the Pacific north west coast from San Diego to Portland and the existing financial practice operating as Bellevue Financial Partners which moved away from belonging beneath a ‘Voya’ hat to belonging beneath its own hat – new name / new brand. This new direction gave birth to Weststar Prosperity Group (Brokerage) and Weststar Prosperity Partners (Financial Service).
The Brief
The assignment presented an exciting challenge: develop a contemporary brand identity that balances both masculinity and femininity, bringing Weststar into the 21st century. This extensive project involved designing brand collateral such as business cards, letterheads, email signatures, PowerPoint templates, financial guides, brochures, LinkedIn banners, and digital assets for two new websites. The logo design had to be imaginative and forward-thinking while solidifying Weststar's position as a major player in the financial sector.
Solution
The Weststar logo underwent several iterations. The completed logo quickly established the brand identity. We utilized a Navy Blue and Teal color scheme, balancing masculinity and femininity. Our font selection offered excellent contrast to provide delicacy and boldness. As a result, the client and employees were overwhelmingly positive in their reception.
Rejected Variations
Extended Logos
Iconography
