Process

The process began by carefully digesting the brief to understand the company’s values, style preferences, and target audience, as well as to identify the key deliverables. I then conducted research into the financial advisor profession, followed by a competitive analysis of both large firms and independent advisors to uncover opportunities for differentiation. To get into the mindset of the target audience, I created a detailed user persona, then built a brand noun list and word association map to spark ideas for the visual direction. From there, I developed two stylescapes exploring different design approaches, which set the stage for logo ideation. After generating numerous rough sketches on paper and in Procreate, I refined the strongest concept in Illustrator, building a versatile logo system with multiple lockups and a supporting brand pattern. A cohesive color palette was established using a monochromatic harmony with primary, accent, and neutral tones. The typography system was carefully chosen and structured to balance readability with sophistication. To ensure consistent communication, I defined four key brand voice traits and provided examples of on-brand language. Finally, I established photography guidelines aligned with the brand’s tone and showcased the full identity system across realistic mockups to bring the brand to life.