Smith Financial Corporation
Services
Brand Strategy
Brand Identity
Website Design
Stationery
Overview
The success of Smith Financial Corp. was born out of the relationships Stephen Smith built. Trust is earned, not given. It takes time to prove you operate under the values you’ve claimed. Our goal with designing the Smith Financial Corp brand was to make every engagement feel the same way it does when you work directly with Stephen himself. A brand that values tradition like the meaning of a handshake, but is also future-focused and enjoys learning new skills. Founded on family and a lover of crosswords and puzzles, we found ways to weave these personal details into the collection of marks.
Objective
The colour palette leans heavily into shades of green but invites a deep blue to be a supporting act. We are reassured by green on a very primitive level. It signals growth and life. Blue has been noted as the world’s favourite colour. Attributes are logic and clarity of thought. Darker tones are more mentally stimulating, helping us focus and boost concentration.
The primary wordmark emphasizes the importance of the family name. The brand marks are a collection of illustrative or abstract marks. Each mark may be used in isolation or in combination to create visual interest, personality and simply have fun with the overall identity.
