Client:
Beechtree Partners
www.beechtreepartners.com

Situation:
An executive search and consulting firm needed to
establish itself in the market as a smart and trustworthy alternative to the bigger companies.

Solution:
The traditional serif font font provides an honest start,
using initial and small caps gives it a more important
feel. By manipulating the "t" into the tree trunk shape,
the readability of the words is maintained while adding
a unique design element that is inseperable from the
name. The leave shapes are in the form of an abstract
letter B for a subtle reinforcement of the initial.