Greenpoint Capital - Private Credit Brand Identity > Firedog Brand Identity & Design Agency

The logo combines a mountain peak with an upward directional arrow rendered as two overlapping planes.

The brand shifts focus away from an acronym into an easier to recall pronoun.

The logo can be used left aligned or centered and stacked as illustrated here.

the client

Greenpoint Capital is a specialist in Southern African Private Credit. Their purpose is to provide capital solutions for Southern African businesses. With the result of generating attractive risk adjusted returns for their clients.

The Brief

Firedog was briefed on taking what used to be a basic startup brand and in turn gear it for an international audience. Greenpoint has grown rapidly and the brand needed to match their unique offering. Whilst Greenpoint Capital (GPC) are specialists in the local South African market, more and more international investors are looking to alternative asset classes for dynamic growth and diversification. Greenpoint act as local experts in the sub-Saharan Private Credit market. We delivered a brand refresh, supporting visual identity, new image language, business communications and a responsive web design utilising the Elementor on WP platform.

The Solution

The previous brand relied to heavily on the acronym of GPC which gets lost in the broader context. We pivoted on to the Greenpoint name and thus built a name far easier to remember and recall. Greenpoint comes from the firm's origins, being the location of their very first office in a sun-kissed neighbourhood in Cape Town's Atlantic seaboard. We studied the history of the region to see where we could extract a positive associated value. The suburb is guarded by well known Lion's Head - a key landmark for both locals and travellers. We wanted to use the mountain icon but in a far less obvious (and how very financial services) way. We introduced the proposition of "Point" being a directional and upward moving device. Then we combined the idea of a peak together with a compass marker in a new and interesting way. We created a complimentary colour palette based on the Sea and Mountains - Thus, a range of greens and moody blues.

The Results

The new brand leverages the firms nine year track record and directly empowers Greenpoint Capital's ownership of the Private Credit category.

We conducted an intensive workshop, seeking a unique and memorable proposition. It quickly became apparent that Greenpoint are specialists in Private Credit. We leaned into the associated positive values of the trade.
We explored all kinds of visual metaphors from equestrian themes to the local lighthouse. You can see the early stages of the brand idea in the center, bottom right.
The line version of the brand is just as attractive as the colour version and enables the reproduction of the brand in single colour applications such as foiling and embroidery.
The stationery and comms makes use of a clean layout coupled with a geometric sans.
Four simple colour brand applications govern the usage of the logo.
The visual identity is supported by a sporting endurance metaphor. The use of high contrast and bright imagery pops off the dark blue colour. The bright green throws an unexpected edge, used as contrast of extension.
We built a simple image library which is used across the communications and builds consistency.
Firedog creative delivered a fully responsive website utilising Elementor theme and page layout building software which sits upon the Wordpress platform. This allows the client and designer to simply add newly designed components to the site without the need to engage third-party developers.
The PPT template follows the overall theme of the brand.
With a growing user base in mobile browsers, the design of the site had to be just as sharp in mobile and it delivers this experience seamlessly.
The website launched as a simple brochure like site but it is sure to grow with more information and gadgets as the client continues to engage!

The logo combines a mountain peak with an upward directional arrow rendered as two overlapping planes.
The brand shifts focus away from an acronym into an easier to recall pronoun.
The logo can be used left aligned or centered and stacked as illustrated here.
We conducted an intensive workshop, seeking a unique and memorable proposition. It quickly became apparent that Greenpoint are specialists in Private Credit. We leaned into the associated positive values of the trade.
We explored all kinds of visual metaphors from equestrian themes to the local lighthouse. You can see the early stages of the brand idea in the center, bottom right.
The line version of the brand is just as attractive as the colour version and enables the reproduction of the brand in single colour applications such as foiling and embroidery.
The stationery and comms makes use of a clean layout coupled with a geometric sans.
Four simple colour brand applications govern the usage of the logo.
The visual identity is supported by a sporting endurance metaphor. The use of high contrast and bright imagery pops off the dark blue colour. The bright green throws an unexpected edge, used as contrast of extension.
We built a simple image library which is used across the communications and builds consistency.
Firedog creative delivered a fully responsive website utilising Elementor theme and page layout building software which sits upon the Wordpress platform. This allows the client and designer to simply add newly designed components to the site without the need to engage third-party developers.
The PPT template follows the overall theme of the brand.
With a growing user base in mobile browsers, the design of the site had to be just as sharp in mobile and it delivers this experience seamlessly.
The website launched as a simple brochure like site but it is sure to grow with more information and gadgets as the client continues to engage!

Greenpoint Capital - Financial Brand Identity

the client

The Brief

The Solution

The Results