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—not just those who look good on paper. Through competitive analysis of Los Angeles–based 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—signaling to emerging artists that Excelsior is a place where talent is nurtured with integrity, clarity, and common sense.