Rivermill Capital Investment

Branding for Capital Investment Firm in Raleigh, NC

Rivermill Capital Investment is a group of capital investing partners, led by founder and managing director, Rachel Beal. Beal is a growth-driven healthcare leader committed to creating high-performance teams to develop and achieve strategic imperatives. Beal’s leadership acumen and ability to build authentic relationships has led teams to exceed clinical and financial benchmarks in addition to increasing an employee work environment rating to above the 95th percentile from 68th percentile under a predecessor.

Project Goals

Elegant, Expert, Approachable and Organized

Founder and managing director, Rachel Beal, came to Whiskey and Red looking for assistance in building up a clean beginning brand suite of items and a complete brand system that she could expand upon as she grew. Needing to attract two target audiences – financial investors and business sellers, we wanted to create a simple identity that clearly represented professional confidence, expert experience, and genuine care for the business Rivermill would be purchasing. We focused on a clean logo suite, accented by a custom industry-relevant icon.

Logo Design

Rivermill’s Primary Logo is made up of a stacked Serif Wordmark and Sans-Serif Strapline typography mark, aligned with a branded Shield Icon. The Brand Icon is a Shield, visually paralleling traditional medical brand iconography, with three stacked currents overlaying it representing the three pillars of the Rivermill Brand; investors, business sellers, and the founder who works between them.

Primary Logo

Whiskey and Red Small Business Branding and Logo Design Packages - Brand primary logo Mockup for Rivermill Capital Investment

Alternative Logo

Whiskey and Red Small Business Branding and Logo Design Packages - Brand secondary logo Mockup for Rivermill Capital Investment

Brand Icon

Whiskey and Red Small Business Branding and Logo Design Packages - Brand mark Mockup for Rivermill Capital Investment

Typography

Clean, Strong, Minimal, Timeless

The logo typography is a high-contrast pairing of a timeless Serif typeface and modern strong Sans-Serif typeface, both used in all capitols with custom letter kerning to maintain a confident yet approachable look and feel to the brand typography.

Icon Anatomy

With the target client industry being medical, we wanted to create a brand icon that would naturally fit into the traditional brand identities of that world, while also tying into the design the element of movement and a creative partnership. Something clean, minimal, and creative. The final Shield Icon works great as a stand-alone identity piece as well as an accented decorative accent to the Wordmark logo designs.

Shield

Whiskey and Red Small Business Branding and Logo Design Packages - Brand Shield 1 Mockup for Rivermill Capital Investment

Paralleling visually to other well known and respected health system brands, the Shield provides industry association and a feeling of strength to the brand.

River

Whiskey and Red Small Business Branding and Logo Design Packages - Brand shield 2 Mockup for Rivermill Capital Investment

Taking advantage of the visual imagery of a river and the ever-flowing, ever-changing currents it encounters along its path as it flows forward, similarly to the season or transitions of a business.

Partnership

Whiskey and Red Small Business Branding and Logo Design Packages - Brand Shield 3 Mockup for Rivermill Capital Investment

The three levels of the River over the Shield represent the three pillars, or partnership, of the Rivermill brand; Investors, Sellers, and the founder who works between each of them.

Color Palette

Strong, Clean, Confident, Muted

The color palette for Rivermill is clean and muted while maintaining a sense of understated confidence. We wanted to create a feeling of experience and creditability, establishing confidence in both potential investors as well as business sellers. We also wanted to maintain medical industry relevance, so using a dark branded Navy Blue. Then complemented with the rich racing green and hickory red and accented with the delicate gold foiling.

Black

Navy

Racing Green

Hickory

Cloud

Porcelain

Brand Collateral

Custom Spotglass Business Cards

We designed Rivermill’s business cards using Moo’s Gold Foil Business cards. In an industry where a lot of print materials are still heavily used, creating items that would stand out and provide an elevated quality feel to the brand would be incredibly useful in making more impactful first client impressions. Representing the attention to detail that Rivermill applies to all professional interactions.

Project Credits

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