SILBERCOIN
FAUX CO.
Branding, brochure & billboard
WHO (USER) A quick conceptual branding for a financial planning company whose target audience is young professionals in their late 20s, mostly men who work in digital industries. Often knowing nothing about financial planning but are eager to learn and leave their family better off tomorrow. In the same industry as Charles Schwab, JP Morgan, or Vanguard.
NAME I usually mess around with synonyms, prefixes and suffixes, etymology, and compound wording to brainstorm brand names.
SYMBOL Simple illustration of a coin and brand initial. The use of this symbol adds a human element when used as a stamp. It brings the heritage of legal documentation and working relationships from the past into the present day. Works on a big or small scale.
COLORS Mint green for clean & minimal, fresh perspective, and technology-forward thinking in the digital realm. Green tones for knowledge, growth, and organic relationships. Lastly, blue for trust and edge.
FONTS Serif font for tradition, elegance, and years of experience paired with a sans serif to invoke modernity and swiftness.
COPYWRITING Going for inviting and encouraging, I tried to speak in calm & zen-like wit with bold and concise headlines. I wanted the tone to speak with wisdom and confidence. Encouraging with an appreciation and understanding of the value patience brings to the long game. Aiming for quick, clean, and minimal, the collateral is solely brand awareness.
IMAGERY Reach for what you want + Planting seeds for tomorrow = Reap what you sow
A problem I encountered was the unforgiving amount of financial images that were all the same. I wanted non-traditional visuals for more abstract concepts instead of these Y2K businessmen running numbers and filing taxes. I tried to avoid the obvious themes of piggybanks and sterile office settings by bringing the brand to life using geometric patterns and imagery that invoked the act of “reaching.” The brand lends itself to look flexible and unimposing yet it speaks in an assertive and optimistic tone.
I found some interesting visuals that were a bit too abstract, vague, and artsy. Then, after letting the project marinate for a bit, I realized that investing is a slow game, like planting a tree and (years from now) you or your children are able to eat (benefit) from it. Visually, there’s a fine line between forbidden fruit and reaping what you sow. Therefore, the type of fruit, the model’s hand gestures, context, and tone were all key factors that were considered in the art direction.
I wanted the macro of the brand to steer away from money and numbers to focus on more abstract and psychological concepts like desires, goal setting, and planting seeds for tomorrow. For micro (aka once we have reeled the client in), I brought in some charts and infographics for data visualizations.
