Challenge
Lead a complete rebranding initiative for a large financial firm, starting with the redesign of their logo and extending to the development of a comprehensive brand identity system, including a detailed brand guideline document (not pictured due to confidentiality). Additionally, this new design system laid the groundwork as the client acquired a new office facility, requiring seamless integration of brand elements into the environment and omni-channel marketing channels.
Process
Commencing with extensive discussions and meetings with stakeholders, I delved into understanding the desired brand voice and tone. Conducting thorough design research, I presented moodboards and examples to bring the client's vision to life while ensuring a deep understanding of their business. Through the presentation of three potential design concepts and continuous iteration, we arrived at a distinctive and recognizable logo mark that embodied the business vision and elevated their tagline. The logo represents the tagline "A Wealth Plan Driven by Your Life Plan," symbolizing the intersection of wealth and life through the two colors surrounding the road, with the customer driving in the middle. The square, rounded corners convey structure with a soft, human-first, friendly touch. The bold typography creates a strong overall impact.
Result
Upon the final delivery of all logo iterations, the CEO, senior leadership team, and employees expressed immense enthusiasm and excitement for the new, fresh, and contemporary brand. They found the process easy and enjoyable, gaining valuable insights along the way. This revamped logo and identity instilled the confidence needed for the firm to present its best image when engaging with clientele.
