/ Overview
Quiet confidence for a consulting firm
Halden & Co. advises banks and insurers — industries where flashy branding reads as risk. I built a restrained identity around stone-grey tones, generous whitespace and a single confident serif.
The system covers stationery, reports, signage and a new website, and it finally matches the calibre of the firm’s client list.
/ Challenge
Twenty years of patched-together materials
Five logo versions, three typefaces and a rainbow of greys. Every proposal looked like it came from a different company.
/ Approach
Subtract until only authority remains
I reduced the brand to one mark, one serif, one palette — then documented strict rules so two decades of drift can never repeat.
/ Deliverables
What the client received
01
Wordmark and monogram system
02
Stationery, reports and signage
03
Corporate website redesign
04
Two-hundred-page brand manual
“Partners now hand over our brochure with pride. It was worth every crown.” — Henrik Halden, Partner
