lê financial
introduction
Lê Financial is an Edmonton-based financial agency with a vision for its clients to feel empowered and confident in their futures. Lê Financial assists their clients with insurance, investments, retirement and estate planning, as well as supporting business owners with their personal and professional planning needs.
As Lê Financial was expanding their reach to a new audience, they reached out to Adelle Ngo Design to request updated branding that reflected their inviting spirit and professional accountability. Together, we reimagined their brand that reflected these traits as well as a youthful hopefulness that would peak the curiosity of their growing audience.
I started by meeting with the client for a two-hour discovery meeting to learn more about the vision, values, needs, and dreams of Lê Financial. I sought out any design ideas and vision their team already had for their new branding. I also researched competitors to identify the market’s current trends, as well as create a fresh financial logo that stood out amongst competitors.
a modern serif typeface with a rich blue primary color reflects Lê Financial's young professional audience. The green and orange secondary colors are invitations to financial inclusivity and optimism.
alternate logos
From there, I sketched multiple logos and sent the client three designs I felt most highlighted the brand of the market. We landed on a logo that emphasized the last name of the business' CEO, Catherine Lê that is rich in character, confidence, and sparks of joy and hopefulness. The circumflex accent is in the shape of two leaves to symbolize financial growth.
primary logo
The pattern reflects the details of Lê Financial's icon logo. The small clementine orange symbolizes the cheerful personality of the brand and its owner, and the enduring anticipation of lifelong financial prosperity is reflected in the ever-budding leaves.
pattern
From there, I sketched multiple logos and sent the client three designs I felt most highlighted the brand of the market. We landed on a logo that emphasized the last name of the business' CEO, Catherine Lê that is rich in character, confidence, and sparks of joy and hopefulness. The circumflex accent is in the shape of two leaves to symbolize financial growth.
mockups
I finalized it all with an extensive client brand guide, which allows the client to build a powerful and trustworthy brand identity for their audience that is recognizable across all of its platforms.
