Case study

Portico Capital Advisors

Achieving excellence for an established brand

An image showing the new logo we created for Portico Capital.


Brand strategy & identity
Message alignment & positioning
UX design
Web development

Big picture

Portico Capital Advisors is respected within the private equity space for their experience, honesty, and hands-on approach. And now, they have a brand and website that match the level of quality they bring to every client relationship.

Portico’s goal was for their brand to “exude excellence”—and to get there, we needed to:

  1. Collaborate on a full rebrand, including logo and messaging.

  2. Apply the new brand to all branded materials in a clean, modern way that matches the sophistication of their clients in tech.

  3. Refresh their website to showcase more of their work and approach.

An image showing the work we did on Portico Capital's new website.

Putting the
pieces together

From day one, Portico set itself apart from the competition through the involvement of senior leaders, including on the creation of their original brand and logo. To reposition this established brand, we needed to build trust that our agency would be thoughtful stewards as we transitioned to an updated logo and color palette.

Discovery sessions with Portico’s leadership, professionals, and key clients uncovered the emphasis the firm places on relationships and being honest, invested partners—values they share with our agency.

As we proceeded with a naming exploration, and developed the new brand and a messaging framework, we worked closely with the Portico team to ensure the updates would put a renewed emphasis on what built Portico’s reputation, while staying true to where the brand came from.

Portico’s team and clients agreed that their people were a key differentiator. The firm’s personal touch became a central focus of their messaging, website, and brand, which was captured during a photoshoot at their New York office.

The website also was designed to showcase Portico’s sector-leading experience, with short case studies giving a glimpse into the hundreds of deals they’ve helped close.

A new world for Portico

The result of this holistic process was a brand book, a host of branded materials, a new website, and an aligned messaging approach.

The new brand speaks to the quality, innovative work Portico does for their clients. But most of all, it is a product of shared values: trust, integrity, and caring first and foremost about our clients’ success.

Is your brand or website ready for a refresh?

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