GENCAP

The GenCap team came to Yalo looking for a fresh brand identity. GenCap—short for Generation Capital—is an Atlanta-based wealth management firm that helps individuals, families, and organizations with investing, financial planning, and
business strategy.
 

We kicked things off with a collaborative Design Workshop, walking through logo styles, type, colors, photography, and layouts. It helped us quickly pinpoint what resonated with the team and uncovered a few surprises along the way.
 

From there, we explored a range of concepts and ultimately created a modern, elegant logo featuring a sail-shaped “G.” The sail symbolizes confidence and success—steady yet adaptable, just like GenCap’s approach to guiding clients through their financial journeys.
 

We brought the brand to life with a refined color palette of warm white, deep plum, and bright blue, paired with photography that captures joyful, in-the-moment experiences. Walnut wood textures round things out with a sense of warmth and lasting quality.