Greenbelt Capital Partners
Trilantic, a global private equity firm, was referred to us by a wonderful mutual friend and former client. The passionate, crack team focused on energy at Trilantic was getting ready to break out on their own. The new name: Greenbelt Capital, a play off of the lush Barton Creek Greenbelt running through Austin TX. With a tight timeline and trusting, motivated, tight-knit crew, we thoroughly enjoyed developing this fresh, smart identity system, full website, collateral and swag.
VISUAL IDENTITY
From simple ideas to more unusual concepts, at one point creative development for the Greenbelt mark included an idea to cut a space through the center of the name that was meant to represent the Greenbelt itself (the way it cuts a path through the city of Austin.) But while a heady, deep cut concept was appreciated, simplicity won the day. The favorite ended up being a sophisticated, custom, lowercase "g" with the descender of the letter symbolizing a greenbelt snaking through the center of the city. The ear of the letter was drawn as an arrow-like shape representing future-forward thinking. Revisions and refinements resulted in a more simplistic mark, with elements reduced and removed. The final treatment is used at the start of the logotype or simply standing alone.
Mint
PMS: 5565 C / 5565 U
CMYK: 46 / 16 / 33 / 9
RGB: 139 / 164 / 159
HEX: #8BA49F
Moss
PMS: 432 C / 433 U
CMYK: 63 / 50 / 32 / 57
RGB: 91 / 93 / 100
HEX: #5B5D64
Pine
PMS: 5545 C / 5545 U
CMYK: 65 / 27 / 47 / 36
RGB: 97 / 119 / 114
HEX: #617772
Charcoal
PMS: 621 C / 621 U
CMYK: 17 / 0 / 12 / 0
RGB: 202 / 224 / 220
HEX: #CAE0DC
COLOR PALETTE
There are frequently used, expected colors when it comes to financial firms and yes, green is one of them. But we loved exploring greens inspired by nature, the juxtaposition of Austin’s Greenbelt against the more urban landscape of the city, and Greenbelt Capital’s focus on sustainable energy and ESG in general.
We help grow the companies that will energize the future.
Greenbelt is passionate about this ^ . We're passionate about things like... fonts! For this team, we paired Crimson (headlines) with Libre Franklin (supporting type). Want to know more? Hit us up. We'll talk about type all day long.
CORPORATE ID COLLATERAL
Business cards, letterheads and envelopes: we made sure Greenbelt was ready to roll. Beautiful print collateral continues to play a big role in the day-to-day interactions and presentation of our clients and the big worlds they represent – we love making sure they look soooo good.
WEBSITE + DIGITAL
We worked closely with the team at Greenbelt to develop a launch website, showcasing their extensive portfolio of investment clients in the energy sector. We loved their openness to creating something simple, sophisticated and informative but also a visual breath of fresh air for the category.
"The team at Rabe [and Birch] was such a pleasure to work with and we couldn’t be happier with the final product. The process of creating a new brand and website, as well as related collateral like business cards, PowerPoint templates and swag, could have been lengthy and arduous. However, Rabe was so easy to work with and streamlined the process. They were incredibly thoughtful and creative. We ended up with a look and feel that felt like ‘us.’"
Chris Manning
CEO of Greenbelt Capital Partners