Leveraging the building blocks theme, we developed a brand strategy that made heavy use of the concept throughout the site and all brand materials. Animations throughout the site showed the Talos blocks form a variety of shapes and configurations, but always emanating from or ending at the six blocks found in the logo, which also represented the six client segments Talos served. The simple elegance of the animations were a nod to the technological sophistication of the Talos technology, while the understated nature of the Talos colors — black, white and mint green — underscored the humble nature of the firm and its founders. All other brand elements — typography, design look and feel, tone and approach to copywriting, etc. — were deliberately chosen to support this positioning, while the rollout and subsequent marketing strategy was intended to reinforce that idea that Talos was a group of confident but not arrogant professionals that the institutional investment community could identify with.