Hall Street Capital is a real estate investment firm with a commitment to create beautifully crafted investment opportunities for their clientele. HSP goes to great lengths to ensure the security of an investment taking every precaution to minimize risks and maximize returns. Since HPS’s ideal clients are higher net worth individuals with capital to invest in multiple properties, we decided to move away from the corporate blues and sans-serif fonts that were typical for most investment groups and create something that alluded to the more bespoke and individualized services offered by HSP. The challenge and triumph of the resulting visual identity was to create an expressive and elegant aesthetic, while reassuring first-time clients of HSP’s expertise and professional competency.