The objective was to generate a new name for a Financial Adviser that was contemporary in sound and feel. Through research, we discovered most young adults would welcome tips and guidance to help them manage their money. Staying clear of the usual images of trees, acorns and hands, we wanted it to feel that you might be talking to a family member or an experienced friend. It needed clarity and to have a progressive feel – confident but always approachable.
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The Finch is considered the most highly-developed of the bird world – bright, cheerful and has real character. This gave the brand a contemporary, relaxed but still professional feel. Using the bird as part of the logo gave the communication a personality and in doing so, became the voice for the brand.