CEFi

Design a brand for a new financial-advice group that differentiates itself with the approach:
humanity, ethics, empowering, guiding instead of selling.

Solution

We created the CEFi brand – Centre for Ethical Finance.
A brand that starts not with a product, but with a person.

Logo and symbol

The logo builds on the dot on the “i” – a fixed point, a cursor, a start.
The visual language – line drawing as a path – is derived from it .

Visual identity

Colors: blue, pale blue, white
Style: clean, linear, growing
Element:

Line drawing – made up of dots that turn into pen nibs or cursors, leaving behind simple but telling illustrations.

Application:

• in print, web, social media, animations and presentations
• visually combines modern simplicity with confidence and a “non-financial” aesthetic

Communication concept

Claim: Together we will find a way.

Web divided into two main branches:

1. Personal finance journey
2. The way of business

Each visitor chooses his or her own path.
From every point you can start – CEFi shows you how.

Result

The brand that differentiates CEFi from traditional financial houses

A strong identity built on simplicity and the value of helping

A visual that clients and financiers immediately adopted

Clear and understandable communication through all channels

Conclusion:
From a small dot, a brand has emerged that helps people navigate finance with calm and respect.