{"id":1944,"date":"2026-01-13T16:30:19","date_gmt":"2026-01-13T22:30:19","guid":{"rendered":"https:\/\/mcmasterdesign.agency\/?page_id=1944"},"modified":"2026-01-13T17:19:42","modified_gmt":"2026-01-13T23:19:42","slug":"portfolio-excelsior","status":"publish","type":"page","link":"https:\/\/mcmasterdesign.agency\/index.php\/portfolio-excelsior\/","title":{"rendered":"Portfolio-Excelsior"},"content":{"rendered":"\t\t
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<< Back to portfolio<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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EXCELSIOR TALENT MGMT<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Brand identity design for a next-generation talent management company<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For Excelsior Talent Management, we developed a brand identity designed to stand apart in an industry saturated with forgettable, type-only logos and surface-level polish. Working closely with founder Kirsten Benjamin, we focused on building a visual system that reflected her core philosophy: championing artists with genuine drive, discipline, and love for their craft\u2014not just those who look good on paper. Through competitive analysis of Los Angeles\u2013based management firms, we identified a clear opportunity to reject convention and create a mark that felt confident, expressive, and human. The final identity balances bold typography with subtle warmth, pairing the confident presence of the Febrero typeface with a teal palette chosen for its trustworthiness, approachability, and sense of expansive potential. Abstract, hand-rendered imagery adds movement and emotion, evoking creativity, growth, and the spark of opportunity. The result is a brand that feels both confident and aspirational\u2014signaling to emerging artists that Excelsior is a place where talent is nurtured with integrity, clarity, and common sense.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Services: Brand Identity, Business Card Design<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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LET'S TALK THROUGH WHAT YOU'RE BUILDING<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If your brand no longer reflects where your business is today, or you have other project needs, a conversation is a good place to start.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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