COMPUTERARTS.CREATIVEBLOQ.COMPROJECT DIARY
it felt either too abstract and extraneous, or too
literal. Getting the balance right took some time.
The colour palette evolved out of the previous
visual identity, with green and blue representing
nature and the world from above. It’s a neutral
palette chosen to avoid overly feminine and
corporate cues, aligning more with Fintech
brands. We’ve also introduced new colours
to help the transformation graphic feel more
expansive, omnipresent and organic.
When it came to choosing the typeface,
we knew that it needed to stand up next to
the graphic without competing against it. We
selected Calmetta by Dalton Maag, which works
great for the wordmark as well as headline
messaging. In the layouts we’ve used a dynamic
justification treatment, and our typesetting style
is a visual representation of how the Alliance
harnesses the power of women.THE VERDICT
By Jemma Campbell and Amy Golding
Our clients were actively involved in the
development of the transformation graphic and,03fortunately, we had a shared vision for the
overall tone and were very clear on what we
needed to communicate and represent. The
rest of the visual identity system fell into place
fairly seamlessly.
A long organisation name can be tricky to
work with, but we pushed the dynamism of the
Alliance into the typesetting and wordmark, and
this gave us the distinct character you now see
in the logo. This detail became an important one,
especially as you see it play out in the system
and used in different applications. It helps to
position Financial Alliance for Women more
within the progressive Fintech space and away
from traditional banking cues.
Since our new mission and identity
has launched, people have likened the
transformation graphic to naturally occurring
materials such as silk or sedimentary rock.
While this wasn’t necessarily part of our
creative inspiration, it feels right; something
born of this world, fundamental, and with
positive qualities that are associated with
the force of women.“People have
likened the
transformation
graphic to
naturally
occurring
materials...”
AMY GOLDING
Client services director, Design Bridge New York
Amy Golding heads up the client services team
at Design Bridge New York. Working across both
business and lifestyle and CPG businesses, Golding
has led accounts in the financial, travel, healthcare,
beauty and drinks sectors.NEI VALENTE
Designer, Design Bridge New York
Nei Valente is a brand designer with a focus on
creating visual identities for a wide range of clients- everything from start-ups and local business, to
global organisations. In his spare time Valente works
on his own street photography projects.
NOVEMBER 2019