Shaneel Lalani became an overnight celebrity with his acquisition of Underground Atlanta, and he needed a sophisticated new brand to support his redevelopment efforts at Underground and other investment strategies. Wilbert executed a lean branding program that included messaging, a visual identity system and renaming the company, formerly known as Billionaires Funding Group. Wilbert recognized the need for a brand that helped establish the company’s credibility, while also feeling young and modern, in keeping with Shaneel’s leadership style and investment strategy. The brand also needed to be flexible enough to represent a variety of investments, ranging from trophy real estate assets to cryptocurrency. Inspired by a kaleidoscope, the logo and colors are bold and beautiful, with a symmetrical pattern that brings order and structure to the brand.
