Ascent is legal advisor based in South Florida who specializes in the the buying and selling of real estate during or post major life events. When Ascent's partners and chief counsel approached me to develop their branding, I was intrigued by the challenge their story presents. Evocative of the many personal trials one may go through or bear witness to in life — Ascent's business is to ensure their client not only support and guidance, but resolution during a otherwise abiding time.
Articulating the Brand
In the naming of this new venture we set out to encourage the audience and affirm their role as arbiter to an otherwise predestined end. Ascent — a demonstrably telling brand name in and of itself, speaks to the client's need to remain steadfast in resolve when faced with adversity.
A chief consideration of those closest to a major life event is unquestionably the emotional wellbeing of their loved ones. Ascent promotes a family-first approach. Once they have grasped the immediate needs of their clients and families — only then do they provide guidance and counsel. Positioning themselves around the brand mantra "Family Focus" allows that very message to take form.
In working closely with Ascent's team, we developed a design language consistent with related groups or affiliations and representative of the soundness and integrity of their organization. Resolute with our choice of colorways, I moved forward with the design of a bold logo mark. Emblematic of interconnection and gesturing upward in form — as we draw inference to a rise or shift in approach and an understanding of what lies ahead.
Digital media today requires platforms that adapt to the myriad of device screens in use by today's viewer. Ascent's website was designed on a mobile ready flexible framework — given great consideration to user tendencies by employing touch gestures with smooth scrolling to ease navigation.
In the Summer/Fall of 2017 we will launch comprehensive advertising and social media campaigns representative of the very benefits Ascent aims to excite in their audience. Check back for an expanded view of Ascent's brand development as we explore new channels and drive unique content to this somewhat exclusive market.
Garrett Scotti / Designer