Pinnacle came to us to refine and re-align their existing brand. We softened the aggressive structures within the old brand whilst adding weight and consistency to the design. The result was a more approachable and legible form. The brand is given a further sense of play with the elevated dot over the letter i, pushing the idea of a high point or pinnacle. This device was then played with throughout the brand rollout both on and offline. Online, the site employed a vivid palette of colours to unify a somewhat disparate collection of images that were chosen to convey ideas of reaching a pinnacle of achievement, distance or physical altitude, the elevated dot highlighting that point each time. This is a brand with clarity at its heart but a smile on its face. Reliable and strong yet welcoming to clients and consumers.