Captial Heights Consulting

Client
Russell Hairston, CHC

Year
2023-present

Capital Heights Consulting (CHC) is an entertainment consulting firm based in Los Angeles. CHC provides Project Management, Marketing, and Event planning services to clients of all walks.

This project is brand new and ongoing. Marketing materials and website coming soon.

Logo/Title + Identity Briefing

Origin sketches

Aside from just CHC’s regular business, their story and current endeavors inspire me as well. They’ve set out to make a positive impact on youth interested in filmmaking and entertainment, by hosting events and workshops across L.A. and other cities.

In our discussions, they often refer to their effort as helping others ‘reach their peak‘ and/or helping businesses ‘rise to their highest peak.‘ One of these talks provided many ideas on what that would look like visually. I narrowed down our ideas to four concepts:

1) strong, stable structure w/ company-name initials, 2) strong, stable structure w/ pillars, 3) upward arrows, 4) Mountain peak

After considering these ideas I began sketching and landed on what we see below.

Typography

A simple, modern typeface like Avenir was ideal for CHC’s branding in my eyes. I’d thought the juxtaposition of a light, cool typeface beside a strong , weighted symbol would be intriguing. Meanwhile, CHC agreed that either the ‘upward arrows‘ or ‘mountain peak‘ would work best in illustrating the company’s mission.

Primary

Secondary

Color Palette

After careful consideration and refinement, I came up with a way to essentially combine the the ‘upward arrows‘ and ‘mountain peak‘ together. The resulting architecture allowed for easy selection of the below color palette. Keeping in line with the metaphorical idea of ‘progress‘ or ‘reaching a peak,‘ I figured some shade of yellow would need to be present. A complimentary blue would round things out, illustrating CHC’s effective work and positive impact on the filmmaking community.

Logo/Style Explorations

Different type-lockups of the cool, laid-back Avenir typeface worked well, but the Bold and Medium fonts together, ultimately won the day. They meshed well with the triangular ‘mountain-arrow’ trademark, thus generating a stable, legible logo in the end.

Color-wise, with the bevy of events, documents etc. that CHC organizes, I figured it best to begin an identity system where the logo colors could be changed, depending on what part of the business they represent.

The variations will become more relevant as the brand develops, but below are what I’ve arrived to so far.

CHC Primary Logo (white background)