Michael Fox is a financial advisor who came to us to develop a full brand identity for his new business. He wanted a name, a logo, a visual identity, key messaging, and an icon that could be used standalone. The brief was to move away from a traditional corporate look and feel, and to have a system that was flexible, scalable, and worked well in the digital landscape. We developed a customised typographic logo with an icon that can be used in isolation that featured solid lettering with a blend of sharp lines and soft curves, along with a bold and sophisticated colour palette.