My first project at Northwood Green, we developed a unique brand identity for financial advisor Alison Kaigan, who operates as ‘Genki Finance’. Taking her brand name from the Japanese word for health, vigor and energy, Kaigan strives to help everyday people achieve financial wellness so they can pursue a healthy, nourishing lifestyle.
With the unique quality-of-life focus Kaigan brings to finance, I drew inspiration from spa, beauty and lifestyle brands to link financial management with wellness and self-care. I used a teal green colour to communicate trustworthiness and create a calming, soothing feel, offering a contemporary twist on traditional representations of the finance sector. This new identity was then rolled out across stationary, social media and website concept design.