Brand Identity System
A complete visual identity for a fintech startup — from naming rationale to full brand guidelines.
This is the Brand Identity System sample project.
It demonstrates how a branding case study can be structured — Brief, Process, and Output — with each section using a different layout to keep the page visually varied.
On its own page, this artifact renders with the m/n/i layout — a 16:9 hero image at the top, then this prose, then a grid of icon-badged children below. Adding or removing an icon, an image, or children on this artifact (or on its siblings) changes which layout the system picks.
Replace this prose with your own branding project, or delete this project from Site Manager. The three sections below are children — replace their content, images, and sub-items with your real work. Replace the hero image with the strongest single image from the project.
A new identity for a regulated fintech product entering a sceptical market.
This is the Brief section of the Brand Identity System project.
It exists to frame the problem before showing the solution — the specific business and audience context that shaped every design decision that followed.
On its own page, this artifact renders with the i/n/t layout — an icon badge above the title, then this prose, then a grid of text-only children below. Adding or removing an icon, an image, or children on this artifact (or on its siblings) changes which layout the system picks.
Replace this prose with two or three sentences stating the challenge clearly. Then update the two sub-items below — one for the client context, one for the design problem.
A series-A fintech building payment infrastructure for emerging markets.
An existing visual identity that looked like every other fintech — trustworthy, but invisible.
Competitive audit, positioning workshops, mark exploration, and two rounds of refinement.
This is the Process section of the Brand Identity System project.
It exists to show the work behind the work — that the final mark came from thinking, not from taste alone.
On its own page, this artifact renders with the i/n/m layout — an icon badge above the title, then this prose, then a grid of children with 16:9 images and captions. Adding or removing an icon, an image, or children on this artifact (or on its siblings) changes which layout the system picks.
Replace this prose with two or three sentences on how you worked — the phases, the client touchpoints, and what you were trying to resolve at each stage. Then replace the two image sub-items with real process artefacts: a moodboard, a directions board, or a refinement comparison.
Three distinct visual territories explored in parallel before convergence.
The chosen direction pushed across twenty applications before the system was locked.
A complete identity system — mark, type, colour, photography direction, and brand guidelines.
Logo lockups, colour palette, type scale, icon set, photography direction, and a 48-page brand guidelines PDF.
This is the Output section of the Brand Identity System project.
It exists to deliver the hero moment — the system in its finished, deployed form. A single concise summary card beneath the prose names exactly what was delivered.
On its own page, this artifact renders with the i/1/t layout — an icon badge above the title, then this prose, with a single text-only child floated in a bordered box. Adding or removing an icon, an image, or children on this artifact (or on its siblings) changes which layout the system picks.
Replace this prose with two or three sentences pointing to the final deliverable. Then update the sub-item with the system summary or a link to the live brand.
Disciplines
The design fields we practise — branding, digital, print, and motion. Each links to the projects that came from it.
Identity systems — mark, type, colour, and the guidelines that hold them together across every touchpoint.
This is the Disciplines root of your site — the first section visitors see after the hero.
It tells visitors what kinds of design you make before they look at any project. Disciplines are linked to projects via mappings, so each discipline page below automatically lists every project you have tagged with it.
On its own page, this artifact renders with the i/n/i layout — an icon badge above the title, then this prose, then a grid of icon-badged children below. Adding or removing an icon, an image, or children on this artifact (or on its siblings) changes which layout the system picks.
Replace this prose and the tagline with a sentence that frames how you think about your practice. The discipline cards below are children — replace or delete them in Site Manager.