The financial industry poses a unique set of challenges when it comes to graphic design. The trick is to combine reputation-building with a touch of creativity even a reputable financial institution could use. And we’re happy if we can get creative against the backdrop of our home town.
Związek Przedsiębiorstw Finansowych w Polsce (the Association of Financial Companies in Poland, previously the Conference of Financial Companies in Poland) represents the Polish credit intermediation trade. Its goal is to create and monitor high standards and best practices of business conduct in the financial industry based on ethics and public trust.
For their 20th anniversary, ZPF was changing their name from the Conference of Financial Companies in Poland and integrating all their operations under the new brand. And they needed a new, consistent visual identity.
An important factor was also including Gdansk in the new branding – the city they feel inseparably connected to, with their headquarters right in the heart of the beautiful Old Town.
Gdansk is our home – so we loved working on a brand identity that included it.
The challenge was to combine the serious subject of monitoring financial institutions with a breath of fresh seaside air and centuries of openness and freedom into a professional, clean and modern look.
We went for strong letters combined with straight and clean lines that we used both for the logo and the illustrations based on Gdansk landmarks.
The concept based on the lines enabled us to illustrate economic growth and created a strong base for our illustrations. Using them, we created multiple illustrations depicting the most iconic Gdansk landmarks. The lines are also prominent in ZPF’s print materials, creating a nice and consistent whole.
The new logo is based on a much cleaner and minimalistic font than the old one, the letters separated with lines that can be seen as a diagram, directly referencing the financial industry. The concept is even easier to grasp when the logo is animated.
We also created new business cards, email footers, certificates, internal and external presentations, and other elements.
The client was pleased to finally have a consistent visual identity they could use across all their communication channels – internally and externally. So much so that they even took the time to educate themselves on working with a brand book and applying it in new materials by themselves.
Building brand worlds you want to live in.
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