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The brand
The brand operates in a delicate space: student loans, financial literacy, and investment-grade partnerships. The brand needed to speak to two radically different audiences at the same time: Gen Z students and institutional players such as banks, investment funds, and post-graduate programs.
Client Brief
The client explicitly requested my involvement after discovering my work and tone of voice online.
Their needs were clear:
• Refresh an outdated logo without losing brand equity.
• Build a visual identity that could resonate with both students and corporate stakeholders.
• Create a digital-first content strategy capable of driving awareness at scale.
• Turn a “dry” financial service into a relevant, culturally present brand.
