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Building a brand identity system around an existing logo

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The brief
Fairvue Partners is a financial services consultancy. They had an existing logo and the task was to design a full brand identity around it. The challenge was to extract a unique brand essence, design a distinct and flexible visual theme, and then apply it across various brand collateral: stationery, document and report templates, marketing materials, and eventually online presence.

The insight
The process included discussions with the stakeholders asking probing questions in order to strengthen the firm’s value proposition, tighten the key messages, and inform the design process. As a result the visual identity aims to reflect the firm’s dynamic nature, research driven approach, focus on precision, and strong financial expertise.

The solution
With the logo in mind, the look further explores elements of geometry and pattern. The colour palette application reflects the blend of the conservative and the bold. Together with a few graphic elements it forms the basis of the visual theme. One of them is a custom city skyline illustration that depicts the firm’s key markets. Applied strategically to stationery, website and other marketing collateral, it establishes a memorable look and speaks of business focus.

Role: art direction, visual theme, artwork and template design, brand guidelines.

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