Hall Street Partners is a Nashville-based real estate investment start-up dedicated to crafting exceptional investment opportunities for their clientele. With their ideal clients being high net worth individuals capable of investing in multiple properties, we chose to differentiate the business from the conventional corporate blues and sans-serif fonts typical of most investment firms. Instead, we developed a visual identity that reflects the bespoke and personalized services offered by HSP. The challenge—and ultimate success—was creating an expressive and elegant aesthetic that also reassures first-time clients of HSP’s expertise and professionalism.