PORTFOLIO: I.FINANCIAL

Brand Identity Alignment

As the brand strategist for i·financial, we partnered with their team to modernize both their visual identity and brand messaging. i·financial helps clients live intentional lives while making financial planning approachable, yet their outdated, corporate look didn’t reflect the warmth, fun, and diversity of their true culture.

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We led a collaborative Brand Audit to uncover what made them unique: their casual, relationship-driven style, cultural inclusivity, and commitment to clarity. From this work, we crafted a new brand promise—“A good laugh, a warm cup of coffee, and clarity on your financial future”—along with updated brand values and a consistent voice that felt authentic and inviting.

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From there, we aligned the transformation across every touchpoint. Messaging was reframed to emphasize relationships and lifestyle-driven planning, while visuals shifted to a vibrant lime green and navy palette. We oversaw updates to the website with new copy, photos, and a brand video staged in their welcoming office space. Casual team photography, redesigned collateral, and fresh marketing materials—including brochures, business cards, and email signatures—brought the new identity to life.

The outcome was a cohesive, modern brand presence that now resonates inside and outside the company. By aligning messaging and visuals, i·financial gained an identity that reflects who they truly are, attracts a more diverse audience, and builds deeper connections with clients.