Achieving excellence for an established brand
Brand strategy & identity
Message alignment & positioning
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.