STF BRANDING CONCEPT | SPRING 2022
During my internship at MOJO, I worked on a team to come up with a brand identity for a company called STF Investments. I worked with Brian Zielinski (Creative Director) and Dominic Mottola (Designer, Graphics Team) to gather client insight, compile inspiration, generate ideas, and create a set of concepts for the client.
INITIAL CLIENT INSIGHTS
To kick off the project, we met with the clients to better understand theur brand strategy and vision. We prompted each partner with a series of different attributes. We took their results and analuzed them in order to explore some possible directions to move in.
BRAND TERMS + PHRASES
Another aspect of the brand we wanted to influence our design choices was their phrasing and mottos.
︎ “Fire your father’s broker”
︎ “Bringing Wall St. to Main St.”
︎ “Simplify the investment experience”
︎ “Add lifestyle to your life”
︎ “Retire with dignity”
︎ “Teach new people old things,
not old people new things”
︎ “Bringing Wall St. to Main St.”
︎ “Simplify the investment experience”
︎ “Add lifestyle to your life”
︎ “Retire with dignity”
︎ “Teach new people old things,
not old people new things”
BENCHMARKING
Next step was to start looking at inspiration. Style-wise we sought out work based in two categories: the current financial space and inspo that matches the client insights.
Current Financial Space
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Primary Style Inspo
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