Good finance - Brand, strategy and vision
Building a vision and brand for Good finance
Good Finance provides information and resources to charities and social enterprises to help them navigate the world of social investment.
Social investment is the use of repayable finance to help an organisation achieve social impact and financial returns.
The project
I helped the Snook team to build the brand for Good finance and created wireframes for the website.
Creating the brand
The branding for Good finance first and foremost needed to evoke trust and create a friendly impression for potential users. There are two main users of this service that the brand needed to appeal to, these are social investors and charities.
Social investors need to trust the advice that is being given about social investment and charities & social enterprises need to feel that the brand is friendly, approachable and cares about positive social impact.
Expanding the brand across touchpoints
The logo depicts six segments that are brick shaped, theseare overlaid to create a strong hexagonal shape. This represents how social investment can support charities to create social impact.
This shape also lends itself to being used across multiple touch points. Two segments together form an arrow shape that has been used as a tool for navigation within the website. You can view the branding and website live here.
KEY PROJECT ACTIVITIES
USER RESEARCH
Brand creation of two possible routes
Wireframe development
brand positioning research