Updating the identity for an evolving business.

For this project, the challenge was to revitalize a brand identity that I had initially crafted over a decade ago. With the business evolving and looking to attract investors, the identity needed to feel more current, professional, and flexible enough to support where the company was headed. At the time, the business was undergoing significant change, with a possible shift toward equipment leasing for the oil and gas industry, but its future direction was still taking shape.
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What was clear, however, was the company’s commitment to environmentalism as a core focus. That made the original tree icon worth retaining, creating continuity with the existing brand while allowing the rest of the identity to evolve around it.

The logo was updated by refining the wordmark with bolder, more modern typography and introducing several logo variations to create greater flexibility across applications. The colour palette and supporting typography were also updated and expanded, along with a sales deck template and brand style guide. The result is a more contemporary and versatile identity that feels established, while still giving the business room to evolve.