Drawing inspiration from the ancient Greek concept of arete—excellence as virtue—the identity balances confidence with approachability through two essential elements: a bold horizontal bar and the wordmark set in Arizona Serif. The typeface's high-contrast, pointed serifs and dramatic stroke variations create distinctive, dynamic letterforms. Above, the horizontal bar acts as both pronunciation guide and graphic anchor—its substantial weight providing stability and strength while nodding to the founder's French-Canadian heritage. A duochromatic palette of lilac blue and light grey complements the confident typography across all applications. Editorial-style imagery brings strategic concepts to life with sophistication and imagination. The system extends into comprehensive presentation templates and proposal frameworks, empowering the team to articulate complex insights with clarity and confidence.

Year: 2024