Pathways Consulting

Pathways Consulting Group helps startups improve their sales processes, which meant its visual identity had to work for two very different audiences: established business leaders and ambitious entrepreneurs. I developed a brand system that could feel credible in an executive setting without becoming overly conservative or losing the energy of the startup world. That direction extended across the identity, website, presentations, print materials, typography, and a custom family of icons representing the firm’s core values. A stairway-inspired mark reinforced the idea of forward progress, while a high-energy orange introduced personality into an otherwise structured visual language. The resulting system gave Pathways a consistent foundation that could move comfortably between formal business communications and more energetic brand applications.