Boardwalk Lending is a St. Louis and Missouri Mortgage Specialist Company with a combined 50 years of staff experience. With an unsurpassed commitment to excellence, and a hand-picked team of leading officers, President Michael Gillani has developed a world-class lending solution specifically designed to serve a sophisticated client list.
It’s always nice when a logo development project seems to move forward almost effortlessly. While I don’t much regard my work as “work”, when the folks at Boardwalk Lending approached me to rebuild their brand, I hardly imagined how painless the project would be.
There were few surprises in the brief. The desire was, basically, to build an identity that properly communicated the experience and specialty of their growing business.
As I began my research – I wanted to wrap my brain around the word “boardwalk“. Most of us probably think the same thing when we hear it, but I simply couldn’t imagine that there was nothing more to it. I came to understand that the original purpose of a boardwalk was to provide a path for pedestrians to protect the beaches, wetlands, and fragile ecosystems over which they were built.
A path to protect? This provided the perfect inspiration to begin the process:
My sketches led to me develop an icon based on a subtle walkway (path) built into the familiar contours of a shield (protect). I came up with several variations that I liked and shared them with the client:
then I built some custom logotypes:
As you may have noticed – an evolution of these concepts was drawn to compliment the final icon and we were finished.
Functional, relevant, timeless design built with care and, most importantly, purpose.
Thanks for taking a sneak peek inside the process! Are you or your company looking for brand identity work? Contact me now, I’m available and I’d love to help!