In the dynamic landscape of financial services, Sherman & Co. sought a fresh identity that aligned with its key USP — simplicity, professionalism, and a touch of eye-catching appeal. As the lead designer on this branding endeavour, my focus was on crafting a distinctive brand image that broke free from the mundane and resonated with both sophistication and consumer intrigue.

Embracing the core value of simplicity, the logo and brand assets were designed to convey a streamlined professionalism. However, the challenge was to infuse an unexpected element that would set Sherman & Co. apart from the conventional financial services look. The result was a brand identity that was both elegant and attention-grabbing.

The brand guidelines were meticulously curated to maintain a consistent and professional visual language. From colour palettes to typography, each element was chosen with a focus on conveying trust, reliability, and competence — essential attributes in the financial services sector.

The entire design process revolved around the target audience. By empathising with consumer preferences and expectations, the branding aimed to establish a connection. The result was a brand identity that not only communicated professionalism but also resonated with the target demographic on a more personal level.

Beyond the logo and brand guidelines, the project encompassed the creation of multiple brand assets. From business collateral to digital assets, each piece was carefully crafted to reinforce the brand's unique identity consistently across various touchpoints.