Branding -> ● Forge


Forging a strong and unique identity for a Family Advisory Company.




The Challenge

Forge Resource Group is a family advisory company for high net worth individuals. Forge develops a comprehensive strategy for each “Partner” to build, maintain and optimize success in 4 key areas of their family: 1) Children 2) Spouse/Partner 3) Family (parents/siblings/inlaws) 4) Self.

They asked us to create a simple yet powerful identity, reflecting strength and trust, avoiding the traditional and more common approach that is softer and sometimes too friendly. They really wanted to stand out.

The Solution

Forge can be defined both as:

1. Make or shape (a metal object) by heating it in a fire or furnace, then beating or hammering it.
As in, “He forged a great suit of black armor.”
2. Create (a relationship, or new conditions).

This identity takes several physical forms – including being forged from real metal. Within this system, the typographic characters contain “gaps” that allude to the spaces in someone’s life that provide opportunities to strengthen (or forge new) relationships with other people, including family. These opportunities are as unique as the individuals themselves, which is why a custom typeface extends the analogy to include both family and personal names.