CleverCX Rebrand & Product Logos

CleverCX creates financial tools that aim to level the financial market and bring financial advice to everyone. After expanding their offerings to multiple sub-brands, they wanted to update their visual identity to align better with their new goals and a demographic focused on 30–40 year old women. They wanted it to have life and energy — not the institutional, corporate ethos of other brands in the space.

The result is a concept that synergizes the elements of lifestyle brands in the space with stability and a softness. There is energy, but it's controlled energy. When shown to the target demographic, they overwhelmingly preferred this more upbeat expression.

The process started with a few brand workshops helping to focus the target and define the brand values — a simplified brand process that paid dividends in the concept phase. There, we tried different ways to espouse the values in visuals with different priorities.

One of the tools I like to use is called a stylescape. At the beginning of a brand process, a stylescape is a prototyping tool that uses found imagery and existing design to help determine the tone and mood we're shooting for as the brand develops. As a brand takes shape, the chosen stylescape is updated with the elements of the new brand and example imagery to demonstrate the overall effect.

Below you'll find the final and near-final stylescapes for CleverCX — and as a glimpse into the branding process, the initial stylescapes provided to the client, showing how multiple directions were presented to help solidify the chosen one.