ethical funds rebrand
design brand identity brochures booklets logo design
Ethical Funds is one of Canada's leading investment firms that believe in Social Responsible Investing (SRI). The challenge was to rebrand the company to show investors that investing with your conscience is easy and profitable. My first step was to change the brand's look drastically. Moving away from the masculine burgundy and gray colours and introducing colours reflecting nature's sky, water and grass. Furthermore, I used subtle organic graphic elements, tonal overlays and the strategic use of negative space to tie the visuals with the message. The redesigned logo is a perfect example of organic shapes juxtaposed with crisp lines. The change was well received.