client
Fusion Capital Finance
project
Variety
year
2024/2025
WHAT'S THE PROBLEM?
Everything - just kidding. Fusion Capital Finance is a start-up meaning they needed the full works. Branding, a website, email signatures, you name it. Imagine meeting someone and knowing everything about them but you've never seen their face. See? Companies are no different. Together, me and FCF set out to build a kicker of a brand that would deviate from the typical cliches of the financial world. Corporate with a little creative flair was the goal.
HOW WAS IT SOLVED?
When it comes to start-ups, things have to be perfect. There's no preconception of your brand - this is your first impression, it has to be good. Working closely with the gents at FCF allowed me to really understand what they wanted their brand to look like. No faff, no nonsense, but not boring. The first concept was the atom - a staple icon of the term fusion. Despite the appeal, further research led to its abandonment. After exploring new concepts, we landed on an idea inspired by penrose shapes. The two rings create a sense of unity whilst also being reminiscent of coins in their shape as a nod to the financial nature of the business.
THE PROCESS
Much of this project was spent getting to know the ins and outs of the brand. What is Fusion Capital Finance? What set them apart? What does this look like? These were all relevant questions throughout the process. Once we had agreed on the visual identity of the brand, this was then applied to various touchpoint including the brand-new website that I designed and developed for IES.
RESULTS
Fusion Capital Finance are still in their roots, however, I have been able to give them the confidence that every company needs in their brand so that when they are ready to go, they can hit the ground running!
