CEFi
A new brand for ethical finance.
Client's task
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
Generations Solution
Communication concept
Claim: Together we will find a way.
Web divided into two main branches:
- Personal finance journey
- 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.
