• We believe that every human being deserves a chance to provide for his / her family, and not live in a perpetual poverty.
• Employer based financial Wellness Program
• Financial Safety Net
• Savings and Emergency loans
• Provide employees ( primarily low wage workers ) with the ability to build and maintain longer-term savings.
• Enable participants to access affordable credit to deal with unexpected financial emergencies ( no more payday loans ).
• Allow participants to responsibly build their credit score over time.
• friendly, but with a "tech startup" look and feel
• must have some kind of "Financial Symbolism". Their Target Audience are people with financial issues.
• Visually translate our Mission into a Logo Mark + Typography
• Should appeal to a wide range of people, and not be boring.
• Must have an emphasis on the younger generation, yet still be relevant for an older audience.
Brand Persona Document
• "O" letter / Icon symbolizing a "piece of pie" ( financial pie ) with a one slice pointing upward ( and downward ), symbolizing growth, progress, abundance.
• maintaining the "tech-startup" persona, while also expressing a more "approachable" vibe
• modern, friendly and potentially appealing to a wide range of people => TRUST
• the "O" can be used as a standalone / "brand mark"
• modern ( techie and futurisitc )
• approachable and friends ( rounded corners )
• potentially appealing to a wide range of people ( approachably generic )
• we used the Blue in order to infuse the company with a better sense of "trust"
• we used the lighter Blue because of the target audience`s preferences ( younger )
Main Logo Mark
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