Refining the meaning of finances®
Reffiness is a financial advisory firm that provides painstakingly created strategies and priceless counsel to individuals and families to help manage the complexities of their financial landscape with an uncompromising focus on reliability, unmatched competence, and bespoke personalization. They equip their esteemed clientele with the necessary tools and insights to make wise financial decisions by providing a full range of services inclusive of property financing, wealth management, retirement planning, investment strategies, comprehensive financial education and so on.
The problems were: The previous logo was and designed without proper thoughtful strategy, no graphical aesthetics, outdated single color palette and inapt typography selection.
As the solution, I designed a simple, modern logomark and a custom logotype that aligns well with the brand core along with a versatile color palette and suitable typography. We also collaborated and articulated the brand tagline during a brainstorming session.
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Client: Reffiness®
Field: Financial Advisory
Services: Brand Identity, Tagline, Collaterals
Year: 2023
Logomark Concept:
— Two parts of flow. Broken lower flow represents the target audience and upper continuous flow represents the services and expertise of Reffiness. Upper flow makes the blueprint of what financial decisions to make and provides it to the flow of the target audience to mimic it. That's why both flows have similar structures.
— Arrow facing towards the top denotes upliftment in financial aspects.
— Overall structure of the mark is constructed like a house/property because Reffiness deals with property financing as one of their main businesses.
— Emulates R.
