Lakewood is an independent wealth management boutique based in São Paulo that prides itself on its solid and transparent approach. The name Lakewood embodies these values, represented by the durability of wood and the clarity of water. As the creator of Lakewood's original logo, I was recently asked to update the visual identity to further emphasize the brand's core values.
The new logo features a cleaner, sleeker design that highlights the name Lakewood while still incorporating the redesigned symbol, which still represents both wood grains and concentric waves on the surface of water. This new design maintains the brand's original essence while modernizing it for a new era. Overall, the updated visual identity project for Lakewood Investment Management reflects the brand's commitment to its core values of solidity and transparency, while also signaling its readiness to embrace the future.