Capital Counts offers expert financial advice and education.

To connect with clients on a deeper level, the company sought a modern, accessible rebrand.

When it comes to money — and entrusting your money to someone else — a solid relationship matters. Though seeking a brand to create cut-through, the identity couldn’t come across as cut-throat.

How can design be used to symbolise connection?

Brand elements are highly flexible, shifting to accommodate text-heavy collateral. Building on the company’s dynamic rapport with people, the logo icon, an adaptation of CC, evokes a sense of partnership; between client and advisor, client and finance, and client and goal.

A primarily monochrome palette is accented by striking cobalt. Both electric and calm, the palette is designed to draw the eye of current and potential clients, while retaining a sense of security and stability.

Suggested taglines centre on personal experience, focusing on future and potential over finance and facts. The selected slogan – Our Advice. Your Future. – cements the collaborative nature of the icon and the positive outcomes of engaging a financial advisor.

In establishing a modern, trustworthy identity, the new brand presents the business in a distinct and vibrant light – communicating security and professionalism.

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