The Mission
We believe that every human being deserves a chance to provide for his / her family, and not live in a perpetual poverty.
Their Services
• Employer based financial Wellness Program.
• Financial Safety Net.
• Savings and Emergency loans.
The Goals
• 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.
The Challenge
• 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
My Solution
Brand Mark
• "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"
Typography
• modern ( techie and futurisitc )
• approachable and friends ( rounded corners )
• potentially appealing to a wide range of people ( approachably generic )Â
Colors
• 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 )
Mindmaping Tonewords
Word CloudÂ
Initial Sketches
Main Logo Mark
Full Logotype
In Context
Up for a Call?​​​​​​​​​​​​​​
On this call,Â
you’ll get clear aboutÂ
what’s in the way of your SaaS
resonating with your users.
you’ll get clear aboutÂ
what’s in the way of your SaaS
resonating with your users.
Thank you!
