Thinkso Branding Distinguishes Choate Businesses

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After redesigning Choate’s law firm website, Thinkso turned its attention to rebranding their investment advisory and to developing a new website for it. Federal regulations mandate that the two businesses operate independently, and that their names and trade dress be distinct from one another. Thus, Thinkso designed a brand identity that dovetails but appropriately contrasts with the law firm identity, introduced a new symbol evoking financial growth, and reskinned a number of the templates developed for the law firm website to save time and reduce costs.

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The logotype uses the line lengths of the three words in the company name to create a graph motif. Combined with the emerald colorway, which is a reference to their sustainable investing approach, it also suggests financial growth in a more general sense. Another small detail:  saddled with the acronym (CIA), Thinkso introduced an alternate nickname (ChoateIA) with the same number of syllables and created a secondary logotype for it.