Roshco. Brand Identity

The Name

Origin · Meaning · Why it fits the work

[ Lede placeholder. One sentence that frames the firm's thesis. ]

Roshco is the firm's chosen mark, deliberately neutral and distinct from founder surnames. The story behind the word, what it signals, and why it fits the work has not been written yet.

When it is written, this is where it lives: a paragraph or two on origin, a paragraph on what the firm reads in the word, and a pull-quote that connects the name to the thesis.

[ Pull quote placeholder. ]

Pronunciation: RAHSH·koh
Informal: Roshco Advisory Group (RAG).
Origin: [ Placeholder. Where the name comes from. ]
For us: [ Placeholder. What the firm reads in the word, in one line. ]

Palette

Anchor, accent, ground. Held in tokens.css

Anchor

Silt

#0F1410

Primary

River

#1C3B34

Secondary

Moss

#3F6F5C

Tertiary

Reed

#8AA888

Accent

Clay

#C4622D

Highlight

Alluvial Gold

#CAA64E

Ground

Sand

#E9E1D3

Paper

Bone

#F6F1E7

RIVER · dominant 60

SAND · 30

CLAY · 10

Typography

A serif with a current · a grotesque that gets out of the way

Fraunces

Display · Headlines

An “old style” serif with optical softness. Carries a literary, rooted feeling. Use light/regular at large sizes; lean on the italic for emphasis.

Roshco.
A serif with weight.

Aa Bb Gg Qq & 1234567890

Archivo

Body · Interface

A grotesque sans with engineering precision. Neutral, legible, credible on a capability statement or a data room memo.

Human-capital diligence and integration for middle-market private equity. We assess workforce risk before close, model the cost of the people side of synergy, and stand up the integration that protects it after.

JetBrains Mono

Detail · Data · Coordinates

For figures, footnotes, contact lines and the small print. A surveyor's hand—precise, technical, quietly confident.

NAICS 541612 · M&A advisory · human capital
synergy_capture = retained_talent × integration_velocity

Voice & Lines

How Roshco sounds in the room

Grounded

Plain words about hard things.

jargon to sound senior.

Surgical

Findings, quantified and ranked.

a deck of maybes.

Quietly confident

We've integrated 50,000-person orgs.

loud about it.

Operator, not auditor

We tell you what to do Monday.

just what went wrong.

01 / primary

[ Lead line. The one sentence that frames what the firm reads in a deal. ]

Lead line. Ties the name to the thesis in a sentence.

02 / capability

[ Diligence-forward line. Sharp on a one-pager pre-LOI. ]

Diligence-forward. Belongs on a capability statement.

03 / open

[ Third tagline, optional. Could be a thesis variant, a Monday-morning line, or a hook. ]

Optional. A second register the firm can use when context allows.

In the World

Card · seal · letterhead

Roshco

Advisory

Russ Watkins

Founding Partner

russ@roshcoadvisory.com
+1 318 000 0000
roshcoadvisory.com

Surveyor's seal — for diligence reports & signed deliverables

Roshco Advisory

HUMAN CAPITAL · M&A ADVISORY
ROSHCOADVISORY.COM · VETERAN-OWNED