eSource Capital
From an inherited logo living in Google’s visual shadow to an independent Cloud & AI identity. The rebrand the client presented at its locations worldwide.
Stepping out of Google’s shadow
eSource Capital has been a client for more than 13 years: we have shaped its identity from the start. The original logo did its job, but used 5 different colors and a very thin gray typeface, leaving it as a visual shadow of the Google ecosystem.
The challenge: evolve toward a balanced style of its own, standing as a solid, independent firm in the Cloud & AI world.
Ascent to the cloud
We detached a quadrant from the original symbol and turned it into an arrow: evolution, scalability and forward movement.
Independent identity
We left behind the 5 colors and Google’s shadow. A vibrant Tech Blue and a solid typeface project the real weight of a C-Suite firm.
Unified ecosystem
We refreshed the ESC initials for more air and strength. The structure adapts to each international office without losing unity.
4 creative routes
Before the final identity we walked ESC through four conceptual routes, each with its variants and arguments. We chose with the same honesty we proposed.
The Direct Evolution
The Cloud Concept
Evolution & Code
The Digital "e"
The brand system
The chosen route consolidated into a complete ecosystem. Configure an office and a color application to see how the lockup adapts while keeping unity.
The deliverables
Identity manuals
~30 pages each, including a "sibling logo" with its own graphic elements for specific areas.
Official lockups
4 offices (Capital, Mexico, Italy, Guatemala) × 3 color applications, with clear space and native files.
Scalable
A system built so the brand works the same in Panama City as in a presentation in Milan.
“eSource Capital presented its new identity at its locations worldwide and launched it with a strong LinkedIn campaign. Thirteen years of trust turned into a brand they feel is theirs from day one.”
