The Exceptional Opportunity Approach
Sur Capital is a boutique capital advisory firm with heritage in hotel real estate. They assist Asia-based private investment offices with investments and asset management across Asia and internationally.
Task
For the logo, I adhered to their industry best practices and traditional conservative guidelines, yet introduced a distinguished and notable modern accent. The design aimed to evoke feelings of trust and expertise, embodying the concept of 'The Sur Capital difference' through thoughtful symbolism. The logo features eight intersecting rings, representing Sur Capital’s focus on creative thinking and their expertise in aligning solutions with client needs. The typeface is an understatedly confident serif, chosen for its balanced apertures and elegant negative spaces. The color palette draws inspiration from the sea, specifically the rich hues of Big Sur, aligning perfectly with the name and ethos of the company.
I can help with – Visual Brand Identity Design, Art Direction & Design (Digital & Print), Creative Campaign Conceptualisation, Copywriting, Publication Design, Marketing Collaterals (incld. SoMe and video), UX-centered Website Design & Development on CMS platforms, Illustration.