Profinity Capital Management identity design

Profinity Capital Management is a Pittsburgh-based start-up asset management company. Profinity’s managing director, Joseph Graziano, approached me to help create the company’s visual identity.


The design brief stipulated the need for a professional, stable, trustworthy appearance. One that was “cutting-edge, but not trendy.” The design needed to be simple, and without the use of “radical colours” in order to appeal to traditional investors.





The “N” was customised to incorporate an arrow, indicating movement in the financial sector. This symbol can be detached from the logotype for use as a website favicon and a social media avatar.