Verge Finance

Site

In development

Brand Identity, Illustration, Strategy, Art Direction, UX Design, UI Design

My Role

Millennials with less than perfect credit scores

Target Audience

R2integrated

Agency

CONTINUE EXPLORING

Goals

To help Verge Finance create a notable brand in the finance space, unlike their more conventional competitors. Verge was looking to create a brand that portrayed them as subject matter experts there to lend a helping hand to millennials with less than perfect credit scores. Our goal was to create and establish this brand identity but to also design templates the client could use in order to produce an impactful online presence – a must for their audience.

Challenges

No existing brand (not even a name!) – this was one of the most challenging aspects of the project. Our team worked for weeks creating presentations of not only names but entire brand identities to go along with those names. After countless back-and-forth with the legal department, we chose Verge Finance.
No existing content – along with no existing brand there was no existing content. This made creating their web and online strategy more complicated.
Legal obstacles created starts and stops – because of legal and other circumstances within their own company and outside of our control, this project spanned many, many months and was started and stopped numerous times.

Process

We collaborated with the strategy team in order to create iterations of a brand strategy until we settled on a name and overall brand identity for Verge Finance. Then we began looking at their competitors and comparators to research the best ways to help Verge Finace stand out from the crowd.

This was followed up by the creation of multiple moodboards so that we could align on a visual identity direction. The selected moodboard then influenced the multiple logo options, with the client ultimately landing on one and then expanding upon that logo. An entire visual brand identity was created including logo, submark, fonts, colors, custom illustrations, patterns, and more. We then used these brand elements to create social media and email templates.

With that step complete we moved into web design. Working with a UX Strategist, wireframes were created for each template. These low-fidelity wires allowed the client to get an idea of content strategy as well as overall layout and flow of the page. Once finalized we were able to move into visual designs of each template. Because the client had no content and we were not creating content for them, we needed to create more generic templates, making sure we accounted for any and all blocks needed in order to fulfill their future content needs.

BRAND IDENTITY