Habacus
Habacus: Reframing Trust for a New Student Economy
Task
Habacus Reframing Trust for a New Student Economy
Habacus 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.
Maintain the original logo concept but redesign its structure to feel bold, solid and future-ready. I directed the graphic team to “ground” the logomark with stronger, heavier foundations to convey stability and reliability, essential for banks and large institutions, without losing the pop appeal needed for students.
Content & Growth
• Consistent surge in followers and engagement thanks to the newsroom-style editorial strategy.
• Student community actively participating, sharing, responding, a critical shift for a loan-focused brand.
• A sustainable internal content workflow with an internal AGC now leading execution.
Content
— Sara Salamino
Creative Content Strategist
Art Direction
— Alessandra Fantauzzi
Art direction & creative design
Creative Design
— Serena Pretti
Creative director