CleverCX Rebrand and 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 demographic focused on the 30-40 year old women. They wanted it to have life/energy and not have 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 and stability with a softness. There is energy, but it's controlled energy. Below you'll find a lot of the concept. 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 helped pay 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 are called stylescapes. 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/mood we are shooting for as we develop the brand. As a brand takes shape and finalizes, the chosen stylescape is updated with the elements of the new brand and example imagery to help demonstrate the overall effect.

Below, you'll find the final and near final stylescapes for CleverCX. As a glimpse into the branding process, you'll find the initial stylescapes provided to the client to see how multiple directions were initially presented to help solidify the chosen direction.

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All Design and Direction: Jared Hanline