Peakstone
Peakstone Realty Trust Brand Evolution
Challenge
A year after we helped Griffin Realty Trust with a logo evolution, they returned with another challenge: to create an entirely new brand as they prepared to be listed on the NYSE.
The goal was to appeal to prospective investors by demonstrating their experience, showcasing the strength of their portfolio of properties, and highlighting their creativity in maximizing assets. The new identity needed to balance a sense of foundational strength with feeling fresh, forward-facing, and ascendant. Additionally, the new identity needed to be easily tied to a memorable ticker symbol.
Verbal & Visual Identity ―
Approach
Verbal Identity — Our established relationship with the GRT leadership team allowed for an ease of communication and immediate understanding of their new direction. We explored a series of creative themes including quality, strength, growth, scalability, and space. Ultimately, they chose a name we had pitched in the first round: Peakstone, using the ticker symbol PKST. The team liked the combination of sentiments matching the growth aspirations of a peak with the structural stability of the stone.
Visual Identity — The more we defined the brand, the more we understood the balance of stability and growth they sought to convey. This idea guided our approach to the logo. We played with several themes but landed on a grounded geometric and horizontally aligned marque. It includes an abstract rendering of a peak nestled inside a rectangular box. The growth and success represented by the peak are tied to the thick lines and rectangular shape that represent a secure and unshakeable foundation. We gave the logo a sophisticated blue and grey color palette that resonates within the financial sector.
Approach ―
Result
Thanks in part to the existing rapport created with kind, repeat clients, we were able to develop a completely new brand identity within a challenging, tight timeframe.
The Peakstone name and logo exude the strength and confidence of a legacy brand while also feeling decidedly modern and artistic. The memorable ticker symbol PKST is now officially listed on the NYSE.
See the brand in action here.
Result ―
