Green Square
Brand guide
we uncovered a brand personality rooted in:
- Efficiency
- Approachability
Green Square already had a reputation for thoughtful design and conscientious work. But like many creative firms, the internal clarity that drives the day-to-day didn’t always translate into brand assets. That is where we came in.
The core of Green Square’s ethos is design-driven thinking with a collaborative, transparent process. Our job was to take those values and turn them into a visual and verbal system that could scale without losing character.
We chose fonts that carried both elegance and approachability. Avenir Medium for headlines. Avenir Book for body text. The color palette balanced grounded tones and bright accents, all carefully translated for both digital and print use and chosen to reflect Green Square’s aesthetic while remaining practical across mediums.
But a brand is more than fonts and colors. The most meaningful work came in articulating values. Green Square’s commitments to collaboration, professionalism, improvement, and care needed to be more than just internal beliefs. They needed to be written down, shared, and practiced. Together, we crafted a clear summary of what makes the firm distinct. Not as a mission statement. As a compass.
