Rebrand for the financial sector specialist Fundguard

FundGuard reached out to Form to discuss rebranding their company.

The original brand identity had been developed when the company was originally set up a few years back. The brand felt dated and generic, which did not align with FundGuard’s current vision. With an evolved business it was time for an evolved identity. Something more distinct and memorable that conveyed the FundGuard mission/values/vision.

The key idea from the FundGuard team was ‘metaverse aesthetic’. This conjured up visuals of white space and a feeling of lightness to the brand. Alongside this, they needed to reflect they're forward-thinking, elite technologists within their industry. Each aspect lends itself to a slicker brand, free from the stuffy norms of investment accounting branding you tend to see in the industry.

With a in depth brief and focused outcome in hand, we started with the logo.

We put together a selection of designed logos showing how a typography only logo could work. In-situ mock ups to see the ideas in action help the client visualise how the brand would look. The beauty of typography logos is how unique they become with different spacing, capitals and slices.

To bring the logo to life, we explored the new brand identity’s colour palette. Stepping away from the muted colours they used previously, we created a fresher, more contemporary palette. This lends itself to the next phase, producing complimentary design elements.

A main element of the new logo is the A, evoking the idea of the Delta symbol, representing change. The symbol works as the brand’s icon with the ability to lend itself to graphical elements. We took the shape as a base repeating and adapting it to create halftone screen visuals. Both modern and tech based, the repeat pattern allows the vibrancy of the new colour palette to come to life.
With all elements syncing into place with comprehensive brand guidelines, transformation of other deliverables begins.

As the new identity would be in use across the website, we compiled a comprehensive selection of graphics for FundGuard’s web development team.

By working alongside the internal design teams, it ensures a consistent design style and adheres to the brand guidelines. To accompany the launch of the website we produced a social media campaign promoting different aspects of the FundGuard business. The series married together the new identity elements with key imagery and information specific to each target audience.

Brand styling isn’t limited to online assets only. Transporting the identity from online to offline, we created a decorative visual for use in the FundGuard office. Another strong example of how colour and tech visuals can work together. Similarly, we produced exhibition stand artwork and updated their internal collateral. PowerPoint templates, business cards and letterheads all define and strengthen the recognition of a brand style.

Founded in 2018, FundGuard specialise in providing investment management solutions for individuals, corporations, and institutional clients.

FundGuard has established a reputation for excellence in the industry. They offer innovative, customised investment strategies designed to meet the unique needs and goals of each client.

The team of experienced investment professionals brings together a wealth of knowledge and expertise. They cover areas such as asset allocation, risk management, and portfolio optimisation. This allows FundGuard to offer a diverse range of investment solutions. Each is tailored to a client's specific requirements, whether it be income generation, capital appreciation, or a combination of both.

FundGuard's commitment to providing exceptional client service is evident in every aspect of the company. From initial consultation to ongoing portfolio management and reporting, FundGuard's team works closely with all clients. They ensure that their investment goals are being met and they have a clear understanding of their portfolio performance.