Amberjack Capital is a Houston based private equity firm that invests in and builds world-class energy and infrastructure service and equipment companies.
Our team was asked to build a standout brand when the company was previously called Intervale Capital, which we did. Since then, the company’s focus shifted to include areas of investment beyond the energy space, so required a new name and further brand evolution.
We were tasked to further differentiate this firm in a crowded space where industry jargon and antiquated methodologies needed to be shown as a thing of the past for Amberjack. The brand created needed to walk the fine line between being innovative and leading without taking away the years of history and experience the leadership team has.
The logo is rooted in a stylized contemporary serif, with a monogram inspired by the name 'A'mber 'J'ack, representing portfolio partnership in dynamic balance.
Respecting the serious nature of the finance space, we introduced a grounded in tone deep green with a hint of yellow for the brand’s baseline colour, and injected a lively teal and bright blue as accent colours to show a fresh and more youthful take on a traditional industry.
We wanted to show not just tell that Amberjack isn’t your expected private equity firm, and their website was the perfect vehicle to do that.
The copy was written in an approachable way with bite-sized pieces of content, which showed their personality as well as their expertise. We incorporated animated icons for their key messages, parallax throughout the site creating visual layering and interest, and classy subtle interactions throughout.
A full suite of corporate collateral was created along with a custom animated icons. From e-blasts and LinkedIn skinning to PPT templates and business cards – we ensured that all communications touchpoints were considered and consistent.
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