Project Overview
Investorfi, an Australian property investment company, aims to go beyond the obvious to align with every client’s vision. “For nothing can’t be created for younger generations with the right personalised investment strategies”. That’s precisely who our client is, and it speaks for our greater manifesto as a brand: to create something for leaders to inspire the younger generations. We care about society as a reflection of our inner motivations, and this can be translated into the creative process: investment resources and home loans, besides its traditional appeal, can be showcased in an artistic way that exudes its hidden -or not so hidden- rebellious values.
Project Commissioner
Project Creator
Team
Creative Director/Graphic Designer: Wenfei Hu
Animator: Ashot Sargsyan
Project Brief
Investorfi was looking for a brand identity –including logo, brand strategy, icons, website landing page design and logo animation. The reason behind this necessity? A renewed image to convey a fresh look, separated from traditional finance companies, that could arrive to young generations in the most efficient and artful way. Of course, one element wasn’t enough to create this imagery: it’s in the combination of identity elements that the target client can absorb with its mind, and perceive in a holistic way, the real essence of a brand. And, of course, the biggest point behind it all was to reveal “hidden” values in the graphic language. Making investment accessible to everybody who’s willing to devote themselves in: a real challenge, after all, but delightfully carried out with every piece of the branding puzzle in mind.
Project Innovation/Need
As simple and as complicated as taking Investorfi’s I and f to merge them into “if”, to evoke the possibilities in its branding, “What if?”, which can be directly related to investing: we may regret it in the future if we don’t act today. “What if?” which can be, also, related to the young generation's perspectives regarding their lives. That’s what the design is, inspired by the daily street signs and urban jungle, created in a similar shape in both the logo mark and set of icons: like building blocks. The cut-cornered F gives it an overall edgy look, ready for new times, and is made out of an increasing arrow. As for the colour selection, it carries a symbolic meaning as well: the minimalistic taupe, ivory and dark colours, combined with bright green convey the self-made men spirit, for investment can eventually give you a return while on the journey, but you may need to cut off all unnecessary expenses in life.
Design Challenge
The challenge was to position Investorfi as a new financial brand on the market targeting young self-made investors. How can we capture the attention of people who achieve success on their own terms, and who are willing to take risks and chart their own course, rather than following the expectations or rules of others?
The solution was to embody the hidden -or not so hidden rebellious self-made men spirit in every tangible of details: from the contours of the letters to the intensity of the hues. A balance among street art (young & new), inspired by European Art galleries with its ever-traditional essence. The rebellious vibe needed to become an absolute protagonist: a man coming out of its drifting ways to help create the world anew, with its hands. A hard working commitment above all else, ready to unfold the brightest of futures, as the brand exhibits itself.
Effectiveness
Investorfi was launched at the end of 2022, and despite its relatively short presence in the market, its branding has been well-received by its target clients, resulting in an increase in its customer base. With a strong brand strategy as its inspiration, Investorfi continues to thrive and is successfully encouraging more young Australians to invest.
Graphic Design - Identity and Branding - Finance
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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