Brand Identity · Personal Finance
Personal CFO
Client
Personal CFO
Year
2026
Role
Creative Director
Deliverables
- Brand Identity
- Logo System
- Brand Guidelines
- Social Media
- Advertising
- Profile Design
Industry
Personal Finance
Scope
Identity System
Channels
Social + Ads
Role
Brand Designer
Case Study
Every successful project begins with understanding the business before designing the solution.
Project Summary
A calm, precise identity for a personal-finance app that explains what you own, what you owe and what changed each month — from the P-with-trajectory symbol to social, profiles and launch ads.
Challenge
A personal-finance product needed to feel trustworthy and easy to read for non-experts, without the jargon, hype or alarm common in the category.
Strategy
Build the brand around clarity: a single symbol (the P with a rising trajectory), a navy-and-mint palette checked for contrast, and a plain-language voice that always pairs color with a sign and a word.
Solution
Designed the logo system in horizontal, symbol-only and single-ink versions, a brand manual, social profile covers, a seven-post educational series and launch ads in feed, Story and display formats.
Identity · Social · Advertising
Brand Identity & Launch System
One identity carried from the logo system to social profiles, a seven-post educational series and launch ads — every piece built on the same navy-and-mint palette and plain-language voice.
Identity
02
Social
07
Advertising
04
Result
One consistent identity that reads the same on an app icon, a social feed and a display ad.
Let's Work Together
Have a brand that's ready to grow?
Available for select creative direction, branding, and campaign engagements — remote or on-site across the United States.
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