A year or so before the GPES work, I updated the branding—and website—of its sister company, GP Fund Solutions (GPFS). GPFS is a fund administrator based in Latham, NY, with offices in the States as well as England and Ireland. They are a company of great ambition with stellar attention to detail. I worked to elevate their branding to an equal caliber through logo refinement, web site design and photography. There was one caveat: the original symbol held brand equity and needed to remain. That was no problem. Through the selection of a beautiful typeface and balanced composition, harmony was found.