Logo & Visual System
As a new player in the financial category, where trust is paramount, our signature brand symbol, a house, depicts protection and stability. But planning for the future is about more than safety—bright rays of light represent the confidence and optimism that comes with planning ahead.
Rich colors and bold graphics bring the brand to life. Within the system, the color gradients signify progress and growth. Our color palette of energetic teals and greens provide a real sense of vitality.
For a brand committed to challenging the status quo in the financial industry it was kind of a necessity to develop their own photo library. We conceived, cast, and coordinated a photoshoot to shine a light on the stories of our customers, the experiences they have, and the lives they live.
Light plays a crucial role in our images, featuring the sun as a prominent light source to match the rays in our core logo. The strong sources of light give warmth and energy to our images that reflect an ownable element to our brand.