The first step in the Koenig Group branding was to create a new logo. This was both a simple and difficult process. The Koenig Group had long used a rich blue color for it's cards (the only piece to the identity package they were using). This along with a very simple font for the name of the company "The Koenig Group LLC" was all that was in place to go from. While this did not amount to much in the way of brand heritage, the group felt they had invested in that style and color for twenty years and so it should be respected. As I broke down the brand I realized that there was much to work with using those two simple requests. I realized that the best approach would be to allow the logo to be as flexible as possible so I began by separating the logo into a text logo and an icon logo. This took various appearances before settling on the circle motif enclosing a strong "K". The use of a serifed font for both the text logo and the "K" implied a established identity, a classic appearance. The uses of spacing, kerning and sizing of the text allows for the modern flare. When grouped together, these two logos create a strong foundation for a brand.

Once the logo was settled it was time to dress the brand up a bit. The color of the Koenig Group brand had been a deep blue color. This was the color they used on their cards but not many other places. When breaking down the brand, it became apparent that this color suited the Koenig Group so it was just a matter of application.

The first step was to apply a bit of texture. All designed materials for the Koenig Group brand a subtle repeating pattern made up of the "Circle K" logo. This patter creates a subliminal reference point to the consumer of the brand without being overly assertive. Another point of impact for the brand would be the materials used to create all of the tangible materials. The paper chosen, the PMS colors used, the strategic use of stamping and thermography all work in concert to create a tactile feel of stability, class and attention to detail, all the qualities of a good wealth consultant.

The Koenig Group brand would not be one that would be meant to procure new business. To the contrary, the brand was meant to step aside while removing the questions of stability and professionalism from ever becoming part of the potential client conversation. This is accomplished by using a simple, yet comprehensive, design theory throughout the entirety of the identity package, website, presentation materials and leave behinds. Every touch point with a potential client would be consistent in quality and design. This approach would instill a confidence in the Koenig Group and there considered approach to all aspects of their business. And, look good doing it.

The Koenig Group website design was deceptively simple. Like much of the brand, the purpose of the Koenig Group site was to be inconspicuous while buttressing the brand. The site was comprised of basic website standard elements; a home page, about us page, contact page, blog page and not much else. This put a large amount of attention on the message and the style of the site. Keeping to the same design approach and color theory that was utilized in the identity package was crucial to this consistency. Adding small flourishes and a textural graphic style allowed for that same stable, hand crafted feel to come across in a web page. The messaging was also distilled down to be clear and concise, allowing for the emotional appeal of the Koenig Group's services to impact the reader and make them want to learn more or just feel good about picking the Koenig Group in the first place.