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AFIREFI - A BRAND DEVELOPMENT STORY
AFIREFI is a new personal finance company developed by Patricia Whittaker to teach and empower anyone to
own their Finances and understand the relationship between Time and Money in a creative, fun and interesting way.
INTEGRATION OF ART AND FINANCE
One of the goals of AFIREFI has been to take what has typically been seen as a cold and rigid topic and make it approachable, creative and inspiring.
From the very beginning of brand development, the vision was to integrate the artistic illustrations of Cathy Cummins into the brand essence. Her nature inspired, colourful and fun creations would bring to life the topic of Personal Finance throughout the branding by illuminating the Finance Courses and Tools offered by AFIREFI.
Bringing warmth to the world of Finance.
Implicit in the name AFIREFI is a mission to ignite a passion for personal finances.
Words such as finance, accounts and budgets typically conjure a very stark, serious and cold topic that many people find intimidating and unapproachable. As a solution, AFIREFI aspires to have a warmer, more personable and holistic approach to a topic that actually affects everyone from every walk of life.
The chosen logo combines elements of warmth, finance, personal identity and lifestyle into a distinct logomark that stands well alone, in conjunction with the clean wordmark or alongside the unique and colourful illustrations used throughout the product collateral and brand.
AFIREFI’s main products comprise of online financial courses and a personal budgeting app. They also provide added value and marketing through their blog.
AFIREFI’s interactive courses are available online as well as in downloadable formats.
Integrated into AFIREFI's Courses and approach to Personal Finances is the MYFIREFI App which utilized customized icons that relate with illustrations throughout the courses.
Throughout the branding and design process our Graphic Artist worked closely with our Illustrator, Cathy Cummins to create a cohesive, fun and energetic body work which brings to life the often intimidating world of Finances and to create a uniquely approachable, lively and personable brand.
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