West Elk Aviation is an aircraft brokerage and advisory firm grounded in real ownership experience and a higher standard of stewardship. Serving clients across acquisitions, sales, and operational consulting, West Elk delivers disciplined, insight-driven guidance that balances capital strategy with operational precision. It’s a model built on trust, discretion, and long-term value creation. Our role was to distill this vision into an identity system—transforming a name into a fully realized brand that communicates their expertise, integrity, and care at every touchpoint.
Building the Foundation
We began with a deep dive into West Elk’s positioning and purpose. Together, we defined a brand foundation built on clarity, discipline, and judgment. We developed brand pillars that articulate how West Elk shows up for its clients, along with a voice and tone that conveys expertise without arrogance. The outcome was a confident, thoughtful, and precise brand framework that helps inform the brand’s narrative and guide every application, from marketing to client communications.
The Mark
At the center of the visual identity is the West Elk logomark—a form inspired by the "W" in West, the antlers of an elk, and the wings of flight. This mark conveys strength, elevation, and quiet sophistication. It’s paired with Aviano Flare, a wide-set, high-contrast serif typeface that balances western character with refined luxury. Complementing the primary mark is the West Elk Crest. It serves as a tertiary emblem designed for selective use, offering additional texture and versatility across brand applications.
Visual Language: Color, Photography, and Composition
The visual language extends through a color palette drawn from western landscapes—warm earth tones, deep neutrals, and subtle contrasts. Photography plays a key role: a pairing of artfully-composed, black-and-white aircraft imagery with sweeping, cinematic landscapes creates a balance of technical precision and expansive perspective. Custom headshots were styled to match this tone—natural, elegant, and quietly authoritative. Layout compositions embrace negative space, with wide, airy structures complemented by a graceful gold linework system that acts as a subtle guide; never overpowering, always intentional.
Collateral and Digital Execution
To bring the brand to life, we delivered a suite of collateral and digital tools. This included a refined, narrative-driven sales deck and a fully custom website built on Drupal CMS, offering West Elk a functional, scalable, and highly tailored digital presence. Together, these tools equip West Elk to confidently represent their services, values, and expertise—creating a brand presence that is as intentional and enduring as the advisory work they provide.
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