CLIENT
Portobello Capital
_Brand strategy
_Visual identity
_Web design (Feijoo Montenegro)
PROJECT
Rebranding strategy designed to showcase the leadership of an asset management firm whose identity did not accurately reflect its true position in the industry.
Portobello Capital is a leading independent private equity firm in the Spanish Middle Market.
We developed a rebranding strategy to reinforce its leadership perception within the industry. This required a full rethinking of the brand’s elements to enhance clarity, character, and differentiation.
Our approach focused on simplifying and refining messaging while introducing a bold new visual system. The newly defined Portobello Green, paired with white and dark gray, became a key element in establishing a stronger, more impactful brand identity.
The new icon evolves from the original logo, simplifying its form while preserving the concept of lines—now taking on a more prominent role as a key graphic element of the brand.
The result is a cleaner, more impactful icon that is easier to apply, with stronger character and presence, capable of standing on its own.
The system is rounded out by a serif typeface with distinctive, character-rich details that bring a classic yet modern essence. In addition, a supporting sans-serif typeface enhances contrast and ensures cleaner, more streamlined text compositions.
