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Building a brand identity for a finance organization


Finsense is SEBI Registered Investment Advisory firm providing investment advisory and financial planning services with the motive of making the financial lives of people easy.

As a new financial advisory firm of Jodhpur, India, Finsense wanted to take a step ahead of its competitors in the region by having a digital presence that communicated everything about them in detail.


The brand wanted to portray itself as a ‘sensible financial solution under one roof’. So, we prepared our approach with initial rounds of sketching and finally came up with this idea.


  • This design incorporated a slanted ‘F’ with a slanted ‘S’ as a negative space.
  • The reason behind the slanted placement was to depict ‘F’ as an arrow pointing upwards to denote growth of their customers through sensible planning.
  • The slant also depicts a roof of a hut to denote - ‘overall financial planning under the same roof’.
  • The overall structure was placed as such to depict a path of a maze to portray the financial journey of their customers.
  • The color scheme was kept this way to depict a small plant that denoted purity and growth.


The stakeholders loved the concept and final design. We went ahead to design different brand stationeries to complete the required brand identity.

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