Intersection GP is an executive search firm specializing in fintech recruitment based in the Bay area. Unlike traditional search firms, Intersection targets the fintech industry rather than solely focusing on recruiting for specific functions (CMO, CFO, CTO etc.) and they not only charge for their search work but rather invest in the companies that hire their candidates.
We partnered with Intersection to help them rethink their brand strategy and visual identity and create a new, bold and memorable digital presence.
After a series of workshops we identified the main visual theme for the company’s new brand, conceptually based on a non-static aesthetic associated with evolution and transformation. The power of the geometric design lies in its ability to intersect with each element of the brand identity.
The shapes used symbolise a journey, mirroring the mutually beneficial relationship between client and company, while the gradient scheme and color transitions convey positivity, growth and movement.
Logo: the intersection identity features a dynamic logo. The text layout remains consistent whilst the logomark may be adapted and used independent of the text. The typographic element of the logo is divided in two by an intersection of a diagonal line, which raises the second half of the word: a visual representation of movement and growth.
Colors and Fonts: the color palette is made up of two main colors, cream and space black in addition to a platette of 4 secondary colors, purple, green, yellow and red, that convey positivity. The secondary colors are proportionally used less, for when it is necessary to highlight concepts or content within Intersection’s communications.
Key Visuals: the key visuals are a combination of geometric shapes that can be used alone or as a mask for imagery. The power of these elements lies in their ability to intersect with each other and to structure the content of the graphic materials.
Web: Graphically, it is influenced by classic symbolisms of futuristic sci-fi tech. Vector graphics highlight the innovative aspect of intersection provocatively, with a hint of boldness. Main colors are combined with purple, which represents meanings of power and stability while the green gives a sense of renewal and growth, key values of Intersection.
Portfolio view: New brand and website for Intersection GP
