GreenPoint Partners is a New York-headquartered investment firm focusing on real estate innovation, technology and private equity.
GreenPoint commissioned Studio Helm to create a brand identity, website, stationery and various collateral pieces. The new identity strikes a balance between the conservative leanings of its investors, and the cutting-edge nature of the tech investment industry. The partial letterforms of the logo are representative of construction and property; of things in motion; gradual incrementation and process. A secondary cut-down version serves as a mark of endorsement, quality and authority.