The founder’s request was simple but bold: include a goat in the logo. He wanted a nod to the "Greatest Of All Time" mindset he adopted and required to make it as an entrepenuer. Rather than settle for a surface-level reference, I anchored the brand in deeper symbolism, drawing from Norse mythology where two goats—Tanngrisnir and Tanngnjóstr—pull Thor’s chariot and bring thunder wherever they go.

This became the perfect metaphor for Allied’s role: a force of forward motion and disruption in a legacy-bound industry. The goat, captured mid-leap, doesn’t just suggest agility or progress, representing the firm’s mission to drive thunderous change in the Rio Grande Valley. The lightning bolt woven into its horns ties the mark back to Thor, but also signals energy, leadership, and unstoppable momentum. Like Thor’s goats, Allied isn’t simply moving forward it’s pulling the weight of transformation behind it.

To convey professionalism and trust, we designed a brand system using deep navy, black, and gold. These colors evoke strength and stability that are prominent in boardrooms, the exact spaces we needed to seamlessly blend ourselves into, while subtle gradients and spacing choices give the identity modern edge and polish that allow us to stand out.

These colors were paired with typefaces that were not only readable, but signaled the intimacy Allied has with technology to incite change.

The tagline “Shaping the Economy of Tomorrow” bridges the visual identity and the firm’s larger mission. Speaking to Allied’s role in transforming how compliance and innovation intersect in the ripe-for-growth Rio Grande Valley.

This brand system was created with growth in mind. From the logo grid to UI icons, every element was designed to scale smoothly across future product development, internal tools, and marketing platforms.