Designing Identity:

Sirignano Financial Services /
Services Financiers Sirignano

For Sirignano Financial, I designed identity, logotype, branding/ provided brand strategy that empowered the family-owned financial services company to finally start finding and signing younger clients to bolster what was an ageing existing client base that posed a critical risk to the future of the company. From there, the company reported increases in its younger clients — and in its portfolio.

Envisioning the idea of an egg or a nest egg, the logotype conveys a stylized egg carton, signifying a home, security, and diversification [of investment]. The egg carton is defined using the negative space in and around a line of ‘S’s, tying in the company's — and founder's — name. The perspective skew of the elements creates perspective lines, drawing the eye to names on contact cards / content on stationery and adding visualizing cues for growth.

Envisioning the idea of an egg or a nest egg, the logotype conveys a stylized egg carton, signifying a home, security, and diversification [of investment]. The egg carton is defined using the negative space in and around a line of ‘S’s, tying in the company's — and founder's — name. The perspective skew of these elements also creates perspective lines, drawing the eye to the content itself while adding visualizing cues for growth.

As the company needed their new identity to still engage their ageing existing clientele while calling to younger generations 'Y' and 'Z', typefaces had to test just as positively across them. In use, only a few typefaces possess a timelessness that could test just as positively across these disparate groups. Of the typefaces, Bodoni displays elegant rationalism, friendly sensibility, and legibility, while also moving the company’s Italian heritage forward into the future.

Bringing in colour theory, neurology played a significant role in selecting colours. With greens associated to cues for feelings of growth, wealth, investments, and innovation, and blues associated to cues for feelings of safety, security, confidence, and transparency, the final colour, “true teal”, is exactly midway between both. In focus group reviews, different group members felt that this colour made them feel as intended — and that remained true across different age groups.

Tags:

+graphic design

+logo, identity, and branding

+contact cards and stationery

+partner gifting and packaging

+brand strategy

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Let's Start Designing

Designing Identity:

Designing Identity:

Sirignano Financial Services / Services Financiers Sirignano

Sirignano Financial Services / Services Financiers Sirignano

Sirignano Financial Services /
Services Financiers Sirignano

Sirignano Financial Services /
Services Financiers Sirignano