Work
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FinancePlus
I built the visual identity for FinancePlus, a financial holding company with three business units. The system starts from a primary logo and branches into coherent sub-brands: SafeBank, InvestGrow and Insure Life.
- Role
- Identity design · Visual system
- Category
- Branding · Visual system
- Tools
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Illustrator
InDesign
Photoshop
After Effects
Creative process
Three animals were chosen as the conceptual foundation of the visual system. Each embodies a core value that shapes the identity of each business unit: the turtle, symbol of longevity and security; the axolotl, emblem of resilience, adaptation and renewal; and the octopus, expression of wisdom, strategy and intelligence.
SafeBank — Longevity and security
InvestGrow — Resilience, adaptation and renewal
Insure Life — Wisdom, strategy and intelligence
Color applications
Brand applications
