Formerly named ROMI Lab’s unique offering is the fractional CMO – partnering with organizations to lead business growth by growing business leaders from within. To better connect their brand identity to this offering, they’d developed a new name: Able & Howe.

B3 Strategy brought me on board to craft a visual identity that would help support the new name and communicate their offering and brand overall. To help audiences understand they would be in safe, expert hands, I used a bold serif font to convey a sense of tradition and stability. The customized crossbars in the A and H communicate growth and dynamism. The ampersand, standing out in gold, is the key piece of the wordmark, demonstrating the benefits of collaboration with the team at Able & Howe.