NorthRock Partners, a financial services company based in Minneapolis, wanted to create a sub-brand with an unprecedented level of service offerings aimed at serving the unique needs of professional sports and entertainment clients.

To reach these elite athletes, artists and entertainers, my creative partner (Patrick Condo) and I proposed NorthRock X, a stylish brand with an entirely new vernacular revolving around simplicity, transparency, and customization.

The visual language is designed to demonstrate NorthRock X’s individualized approach, in a way that feels iconic and sophisticated. We combined intimate black and white portraits with colorful, DNA-like infographics that correspond to a wide variety of service features.

Brand identity, website, brochure, business cards, letterhead, and merchandise.