Pall Mall

Part of Atypical Partner, Pall Mall with Three Hills Capital is the historical fund of the digital-led financial platform. The company has always been in the shadow of Three Hills while its investments are key to the group. Along with minority shareholders, the fund has recapitalised the bootmaker brand Hunter in June 2020 and became the controlling shareholder. It was the first deal completed under the new umbrella business, AP.

I am currently developing its visual identity as the fund is growing. From the start, I wanted to avoid conforming to the classic aesthetics of finance companies, while developing a solid and serious visual base working alongside AP. The logo, a stable and bold typographic construction, reveals some oddities that bring the right dose of singularity. The visual imprint is built around the arrow A.
A construction game that allows to create infinite graphic patterns and unify the various materials.