Responses by Kevin Cantrell Studio and Satellite Office
Background: The main objective was to create a fresh identity in an overcrowded financial market that also appealed to a female audience. In our audit, we discovered that blue was a consistent color choice among many competing fiduciaries and financial institutions. Orange, however, immediately stood out among the crowd. Additionally, we needed a color palette that was primarily approachable to women; ProFi’s financial positioning focuses on women who they see as the financial future. The soft blue, paired with the traditional navy blue and fresh, vibrant orange provided a distinct yet approached color palette imbued with warmth. The familiar engraving patterns and textures, coupled with the bold economic wave patterns, grounded the identity with a classic sensibility that feels familiar yet surprising.
Reasoning: We wanted to create a system that paid homage to American designed currency to suggest longevity, while also incorporating a unique and graphic way to visually represent economic growth. The merger then became a unique blend of classic engravings with modern and graphic overlapping patterns.
Challenges: With two strongly contrasting visual ingredients, it required some balance to keep the engraving textures and bold patterns balanced.
Favorite details: The blend of classic engraving textures with modern patterns for a unique and contemporary aesthetic. You can tell it’s inspired by money, but it also still feels approachable, much like the people who work at ProFi.
Visual influences: US currency and guilloche patterns as well as economic model waves showing financial growth.
Alternative approach: When we started the project, we actually considered changing the company’s name and provided several recommendations. But in the end, ProFi’s current name just stuck. We could have saved a lot of time had we just gone with the same name. Sometimes, however, the journey helps reinforce the original solution.
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