CLIFTON Brand Development

CLIFTON isn’t just your average advisory firm; they’re the secret sauce behind the success of some of the world’s biggest names. They partner with today’s power players and tomorrow’s game-changers to help them crush their goals, using a mix of strategy and business development that’s as unique as it is effective. Their client list is a who’s who across sports, entertainment, tech, media, and even philanthropy. When I was tasked with branding this new venture, I knew one thing: the vibe they liked most was pure vintage 90’s.

After our initial call, I dove headfirst into the nostalgia pool, where 1990’s sports marketing was king. I couldn’t shake images of Tiger Woods owning the green in Nike ads, Magic Johnson smiling from a Wheaties box, and Michael Jordan dripping Gatorade like it was holy water during the Finals. These campaigns didn’t just sell products; they were etched into the culture, creating legends.

So, I aimed to channel that same magic into CLIFTON’s logo suite. I wanted something classic and simple—something with the kind of legibility that sticks around long enough to become iconic. Yeah, I know, everyone says they want a “timeless” logo. But this one needed to genuinely earn that title, standing shoulder to shoulder with the greats from the 90's sports and entertainment world.