Pietro Savvides is a Canadian-based serial entrepreneur and founder of The Northern Group. He has carved a lucrative space in the construction and real estate business and has multiple investments in various industries. He speaks on many international platforms to help budding entrepreneurs traverse the path to business success.

We created the brand strategy and visual identity for his personal brand by incorporating a bit of his heritage with a twist of creativity to give it a deeper meaning than what meets the surface.

We begun with the discovery stage, we got information on his business and his background. This served as a source of inspiration for the work. Pietro is half Italian and half Greek so we looked at how we could incorporate some symbolism from these cultures into the logo. The client referred us to a symbol that he found intriguing; that is the double headed eagle which is a prominent symbol in greek culture.

We tried multiple concepts, but we came back to the double-headed logo. The concept was a simple one; we broke the eagle into two distinct parts; one head looking left and the other looking right. We formed this into an “S” and as a bonus it also formed an ambigram (it looks the same when turned upside down).

This worked perfectly and the client approved this concept. It was refined and simplified. Next, we tackled the typography for the project. We needed a typeface that matched the logomark. The typeface “Logik” was perfect for it.

We got an appropriate color palette for the visual design and we had our final approval and sign off.