Goodform Identity
Complete brand identity system for a fintech startup automating fund accounting and statement creation. Strategy, visual identity, guidelines, website, and marketing collateral.
The Brief
Goodform is a startup in the financial space aiming to make fund management painless. Their goal is to use smart programming to automate and smooth out some of the more tedious aspects of fund accounting and statement creation.
Role
Creative Direction, Branding, Design, Motion
Approach
I worked with their founders to build a brand strategy, and developed a visual branding system for both marketing and product use. The identity needed to communicate both technological sophistication and approachability — a system that could scale across digital and physical touchpoints while maintaining cohesion.
Deliverables
The complete brand system included:
- Brand strategy and positioning
- Logo and monogram system — multiple lockups for different contexts
- Color palette with primary and extended palettes
- Typography system
- Brand book with visual identity guidelines
- Website design and branding applications
- Business cards and print collateral
- Branded tile and pattern designs
