Fair Go Finance

A Three Part Design Process

The first stage of the brand design process involves brainstorming ideas on how to create a new aligned brand that’s progressive, modern but also warm. The colour palette of green was to remain to ensure brand equity for Fair Go Finance wasn’t lost, so all three concepts were designed to feature a green colour palette.

Once our designer developed three concepts that met the creative brief, the brand team, together with our designer, Katja Lambert, presented the creative to the client. The marketing team at Fair Go Finance were thrilled with the concepts and quickly approved one concept to move forward with.

The next step of design development involved developing the brand theming, which includes exploring graphical devices and more application of the brand across different touchpoints. Once the brand theming is approved, a brand style guide and a master logo suite are provided.

A Meaningful Brandmark

Sometimes new logo designs include a brandmark and sometimes they don’t. It all depends on how detailed or complex the logo type is. In this layout, a brandmark works perfectly. The Fair Go Finance brand mark is represented by the G for Go, the arrow for moving forward and the swirl is for the individual journey of the customer.

Typography and Colour Palette

The typography chosen for Fair Go Finance is both modern and warm, appealing to the broad demographics of the different customer segments.

Graphical Devices Representing Every Customer’s Unique Journey

Brands can fall flat if they don’t have textures or graphical elements that allow the brand to pop across multiple channels, especially a website. For Fair Go Finance, we created graphical elements that represented each individual’s journey when seeking personal finance. Every customer’s needs are different when looking for a loan. It might be for a wedding, a holiday or a urgent bill that was unexpected.