Traditionally Different

Concepting is where we connect the dots between brand strategy and visual identity design rounds. We aim to deliver a super robust document of curated explorations within concept buckets, like this one. Since Lighter Capital is a unique and progressive funding organization that is nonetheless trying to convey longstanding trustworthiness and professionalism, the Traditionally Different concept bucket provided a big opportunity for their brand direction.

Props to @Alex Sailer for identity design explorations.