This company takes a unique approach to finances. For them, it’s less about the actual dollars and more about the individual’s financial well-being and how it impacts other aspects of their life, like health and happiness. The identity needed to express this with a sense of calm, trustworthiness and approachability.
The iconography of a sage branch represents wisdom and healing and has been integrated into the letter ‘A’, placing these values at the very core of the brand. The combination of a more traditional serif typeface and a humanist sans serif convey the idea of taking new, innovative approaches to an age old need. The clean, wide open layouts with plenty of whitespace suggest transparency and balance. The chosen color palette continues to generate the feel of wisdom and trustworthiness.