I’ve been working with a high school friend to develop a brand and website for his newest endeavor – to offer free online financial planning to lower-middle class people. He currently lives in Chicago as a financial planner. He had a good idea of what he was looking for. Colors, imagery and wording were some of things he had a good idea about. So I took his ideas along with new ideas I had come up with and created a few versions.
Sketching and ideating: I also wrote some keywords that I thought fit his service. ‘moving forward’ and transform finances were some of the more important ones and what I guided me to abstract the globe to two swooshes. Notice I used his some of his ideas at the top to build from.
Although I knew a globe would probably not be best, I created variations with it so he could see what the result would be. I feel it was important to not throw out his ideas because they are great building blocks for the final idea.
I then created an abstraction of the globe and wrapped it around the wording. Typefaces were switched also. The tagline was way too small here, and also the wrong wording.
I changed the typeface for ‘financial plan’ and nested ‘my free’. Tagline is still too small
Blue and orange have been adjusted and changed typefaces and the tagline is working much better here.
The final version! I’ve capitalized “My Free” and made the tagline larger and black.