Blackmar Consulting provides investment management software and services for Family Offices, Independent Wealth Managers, Institutional Banks, Endowments and Foundations. Their mission is to help finance businesses operate and grow in a streamlined manner. The Blackmar team is based out of Los Angeles, with offices in New York, and Park City.
When Blackar’s leadership team first approached us, they didn’t have a logo or any other brand assets to speak of. With no in-house design team of their own, Blackmar needed us to help them create their visual identity system that aligned with their vision for the company. By working with them to create design solutions and tooling, we would be able to empower their branding efforts, help them connect with their customers in the finance space, create tooling to make their internal staff’s lives easier, and create better experiences for both staff and clients through workflow optimization.
After working with the Blackmar team and understanding their needs, we have created a custom identity system, as well as documentation and tooling. In doing so, Blackmar now has a strong, meaningful visual identity.
Blackmar took their name from the chess move known as the Blackmar-Diemer gambit, a well-known opening strategy. The name fits perfectly with Blackmar’s goal of providing strategy and direction to their clients from the outset of their relationship.
The chess motif inspired several elements of the design, but because Blackmar is a Fintech company, we also wanted to call out the fact that they use technology to propel clients forward.
We worked with the Blackmar leadership team to define a set of design assets that would allow for them to scale their brand identity to multiple different mediums. To do this we created a system of logos, colors, patterns, icons, illustrations, photography, visual style and responsive website design.
The Blackmar logo allows for usage with both the icon and wordmark, or the elements can be used individually.
We created a custom set of icons to depict several concepts specific to Blackmar’s service offerings. Building off the new icon style, we also created a custom set of illustrations to depict for each of Blackmar’s office locations.
To balance the desire for a unique look, with the need to move quickly, Blackmar’s photography consists of a combination of custom photos combined with stock assets. To build Blackmar’s photo library, we did 2 on-site photoshoots based out of Blackmar’s LA office.
We worked closely with Blackmar's internal team members to design a fully responsive WordPress theme. The WordPress CMS allows Blackmar's internal team members the ability to manage, and update, website content moving forward.
To ensure a smooth rollout of Blackmar's new identity, we provided them with a set of guidelines for how various design assets should be used.