we are animals

Toro Advisors is a NY-based Mergers and Acquisitions advisor group specializing in Latin America and with billions of dollars in completed transactions. Chaco was tasked with designing its entire brand identity and online presence.

Business founders usually see their companies as, well, a business. It is notoriously difficult for someone with such responsibility and background to think of it as a “brand”, let alone distill its DNA into a handful of words. Embarking on a branding exercise without a clear direction a fool’s errand.

So we started by conducting two brand therapy sessions with Toro’s founder and senior team from which a strategy emerged: the design would have to embody Toro’s Sophisticated Tenacity and communicate Empowerment as delivered by a solid network.

We think a most elegant solution was reached, one with multiple lectures.
Take a look: how many you can find? (full list at bottom of this page*)

*multiple meanings behind Toro Advisors branding:

1. Initials themselves.
2. Bull, symbolizing prosperity.
3. Network elevating the playing field.
4. Sharp angles connoting strength.
5. Round watch-like dial evoking precision, adaptability and the cyclic nature of business.
6. Black was chosen to communicate power, formality and elegance.
7. Copper as a nod to the firm’s Chilean heritage and the region’s commodities-driven prosperity.