Strong brands evolve with purpose, not impulse.
With that mindset, we partnered with Private Equity Professional (PEP) to undertake a subtle yet strategic brand refresh—one designed to sharpen their brand design, modernize their communications, and create a more modular, ownable system for the next chapter of their growth.
As the long-standing benchmark for lower middle-market PE news—nearly twenty years and counting—PEP deserved an evolution honoring its legacy while positioning it confidently for the future.
We were proud to help guide them through the first refresh in two decades.
Our work with PEP reflects our broader philosophy: to help brands clarify their story, elevate their expression, and communicate what makes them distinct in a meaningful, memorable way.
Throughout the process, we worked closely with the PEP team to understand their business goals, editorial priorities, and the needs of their audience, ensuring each design decision supported the ambitions of the brand.
A Strategic Approach—Not Reinvention
Our mandate was not to reinvent PEP, but elevate it. We focused on refining the elements that already carried equity—including the logo, tagline, color system, typography, hierarchy, and the broader ecosystem of sub-branded assets and materials.
We also evaluated the frameworks for newsletters, advertising units, and site layout, aiming to bring clarity, consistency, and renewed presence to every PEP touchpoint.
This clarity matters. A more cohesive, modernized brand helps PEP communicate who they are, why they matter, and what sets them apart—without losing the authority and trust built over nearly two decades.
Logo & Tagline
PEP’s existing logo had strong recognition but relied on dated typefaces and a lengthy tagline that became difficult to work with across digital environments. Because the client wished to maintain the core architecture, our task was to evolve—not replace—the mark.
We also developed a more economical tagline: shorter, clearer, and more memorable. The result is a mark that carries forward the trust and equity of the original, while confidently signaling a modern, future-minded PEP.
Color Palette & Typography
PEP’s previous color and type system was straightforward but limited – functional, but offering little flexibility or distinction.
To expand the system we brightened existing colors, introduced additional support tones for emphasis and accent, and incorporated a secondary typeface—Montserrat—to create a more defined hierarchy across headings, subheads, body copy, and UI elements.
These enhancements increased modularity, multiplied brand expression, and provided PEP with more tools to organize information.
Sub-branded Assets & Support Materials
PEP uses several subbrand elements and products—such as the annual Salary Guide, Quote of the Day, and multiple advertising formats within their newsletters. These programs required clearer visual differentiation and more cohesive execution across formats.
We established distinct visual identities for each by leveraging the expanded palette and introducing consistent imagery guidelines. For example:
- The Salary Guide now features illustration-driven visuals.
- Quote of the Day uses a clean black-and-white system. Sponsored quotes employ a yellow tone for quick recognition.
- The advertiser media kit was streamlined for clarity and redesigned using a bright, optimistic blue to energize engagement.
In addition, we created new business cards, email signatures, letterhead templates, and other communication tools—designed for ease of internal use.
A Thoughtful Evolution, Built for the Future
We’re proud to support this next chapter for Private Equity Professional as they continue to shape and lead the lower middle-market conversation.
Learn more about PEP here: https://peprofessional.com/
