Discover how Invés’ branding delivers a bold visual identity, challenging traditional financial branding norms.
Financial branding rarely steps out of its comfort zone of muted colors and conservative aesthetics. Yet Invés, a forward-thinking financial planning firm, breaks from tradition with a daring new visual identity. The rebranding, envisioned by creative directors Bolívar Nunes, Paula Nunes, and Marcella Fontes, redefines how branding in finance can be both approachable and impactful.
A Name and Identity with Purpose
The name “Invés” cleverly reinterprets “investment,” hinting at the firm’s unconventional approach to finance. The visual identity builds on this by using bold typography and a striking color palette. It’s designed to grab attention, emphasizing that Invés is here to make financial planning relatable and, dare we say, enjoyable.
Bold typography is at the core of this branding. Each letter is structured to convey strength and confidence while maintaining a sense of approachability. It’s a visual declaration of the firm’s commitment to people-first financial solutions. This is no dry, number-crunching enterprise; Invés wants to be your trusted partner in building a financial future that matters to you.
Colors and Symbols: Breaking the Mold
The color palette defies traditional financial branding norms. Vibrant and energetic, it captures the essence of a brand that aims to be engaging yet sincere. These colors aren’t simply for decoration; they symbolize Invés’ mission to inject life and optimism into the financial experience.
One of the most compelling aspects of the visual identity is the brand symbol. It features the letter “I” from Invés turned upside down, forming an exclamation mark. This isn’t just a clever design trick. The exclamation mark serves as a visual representation of the brand’s promise to captivate and inspire. It embodies growth and impact, a fitting metaphor for a firm that’s all about empowering its clients.
Illustrations and Texture: Humanizing Finance
Beyond typography and color, the rebrand introduces playful illustrations and textures that form a cohesive visual universe. These elements make the experience of financial planning less intimidating and more engaging. It’s a strategic choice that reinforces the idea of financial services being accessible to everyone.
The rebranding doesn’t just look good; it feels good. Every design decision, from rounded edges to organic shapes, aims to evoke warmth and familiarity. This is finance reimagined as a human-centered experience, and the visual identity serves as a welcoming invitation.
Voice and Tone: Authentic and Impactful
The new branding extends to Invés’ tone of voice, which is a blend of humor, impact, and light irony. It communicates complex ideas in a straightforward, relatable way, setting the firm apart in a sector often filled with jargon. This conversational style makes Invés feel like a trustworthy partner, committed to clear and honest communication.
The Future of Financial Branding
Invés’ visual identity challenges what it means to be a financial brand. By prioritizing human experience and leveraging bold design, the rebranding redefines how finance can be perceived and interacted with. It’s a striking example of how thoughtful branding and visual identity can transform an industry, making it more engaging and meaningful for everyone.
For more insights into Invés’ creative rebrand, visit their Behance project.
Credits
- Creative Direction: Bolívar Nunes, Paula Nunes e Marcella Fontes
- Strategy and Tone of Voice: Bolívar Nunes, Paula Nunes, Marcella Fontes e Gabriela Balza
- Design Support: Gabriela Balza
- Fonts: FKT Gnarly by Formerly Known ®
Branding and visual identity artifacts
