Turchin Capital Advisors – Re Branding

Jul 29 2010


Gil Turchin has been a friend for more than 20 years. I first met Gil when we were in the same cycling club, The Bike Smith. This club was out of Lewisville, Texas. Gil and I used to go on 60 mile rides through the North Texas roads between Lewisville and Denton. Gil was a pain in the neck for me to ride with though. You see, for a club rider, Gil was a really good climber. He played coy but I know he knew it. So, when we would go ride on my “recovery” days Gill made it a point to push the pace on all the hills. It sucked for me because I never really got to recover on those crucial days. Come to think of it, had Gil not ridden me into the ground on those “recovery” days, my future could have been much brighter as a cyclist. It might be safe to say that Gil kept me out of the Tour De France because of his maniacal hill climbing behavior!

A few years back, Gil came to us with a vision for his company. Really, the vision was pretty clear. If you know Gil, you would pretty much get his vision. Straight shooting, dilligent, by the book, get the job done, and with a care and passion for the client like no other.

Gil’s company, Turchin Capital Advisors, Inc., is a boutique investment bank. Here’s how his website describes his services:

Turchin Capital Advisors, Inc. is a boutique investment bank serving middle market companies in a broad range of industries.

We strive to be a valuable partner to our clients by offering sound, ongoing advice, developing winning ideas and strategies — and then executing them effectively.

By providing senior-level attention throughout the process, we ensure that our clients obtain superior results.

In particular I like Gil’s direct and straightforward message on his opening page of his website:

We are straightforward in our approach and attentive to the unique needs of each client.

We are successful when our clients are successful. Our results prove this.

Recently Gil asked us to rebrand his company. Knowing Gil the way we do, this was an easy and fun task. The assignment called for:

  • New Identity / Logo
  • New Website
  • Business Cards
  • Letterhead
  • Envelope
  • Presentation

With Gil it was apparent that he needed a timeless identity that conveyed trust, experience, and professionalism. While the previous identity performed well for his previous brand, we felt the new logo spoke more clearly to Gil’s values and the values of his company.

With respect to the website, TurchinCapital.com needed to convey the same message of the brand as does the logo. Gil’s a no-nonsense kind of guy and this website needed to get to the point and did not need anything that was not absolutely necessary. A minimalist approach was taken to the design for the website and this worked in a very complimentary way with the logo.

Additionally, we felt the paper system would work well when treated with minimalist design elements. We were able to sprinkle in some fun elements such as silver foils and subtle embossing. Done sparingly, these treatments really carried the values of the brand through to all paper executions.

As always, it’s been a pleasure to work with you, Gil. We’re so happy to have been able to help you brand your company!

Following are samples of the work for this new brand:

Business Cards


Note Cards


Letterhead, Envelope, Business Cards


Presentation Covers







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