Project


Bellwether X

Bellwether X approached J.Avolio with a strong conceptual idea about their new visual identity. The term “bellwether” is defined as leading sheep of a flock, or an indicator or predictor of something— and their team wanted to develop a custom wolf mark that would represent their team as leaders of a pack. The goal was a 1920s, Speakeasy vibe, which was carried out with a muted palette of classic, rich blues paired with a vintage cream; modern art-deco fonts; and a mysterious wolf brandmark.

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