The сonsulting agency rebranding

City Profit is a consulting agency of practitioners standing out from competitors with experience-based solutions and a practical, client-centered approach. As with many businesses in this niche, maintaining a distinct and memorable identity was crucial. The goal was to redesign the company’s branding strategy to align with its values and emphasize its core strength: communication with a clear and bold message.

The Task

City Profit required a complete brand identity overhaul to differentiate itself in a competitive consulting market. The primary objective was to create a simple, strong, and recognizable brand identity that reflects the agency’s practical approach. This identity needed to be applied cohesively across all touchpoints—from digital platforms to physical materials—creating a memorable and professional presence.

Key Objectives:

• Develop a distinct brand identity that communicates professionalism, trust, and expertise.
• Create a flexible design system that applies seamlessly across digital, physical, and print platforms.
• Ensure the brand emphasizes clarity and impact, with a visual language that makes communication straightforward and effective.

Old version of the logo.
Complicated and difficult, the acronym is wrongly read like "OP". All brand identity was tied to the logo alone.

Choosing a brand metaphor.
We decided to stay with the saying that the right emphasis is the key to success. Highlighting what's important is a key skill during the age of global informatization. The emphasis is the association with the CityProfit brand.

The emphasis symbol is very recognizable. It is easily applied to any content and makes it branded. We added a tight understandable font to it. The image has now become confident and fundamental.

The new symbol can be used with or without the lettering in a completely arbitrary form. Branding slogans, quotes, calls to action - any phrase can be turned into an advertising one by applying the brand symbol.