Building a sub brand for Conerstone Financial that would be subject to a direct demographic. With a successful brand explorations and research a direction for FlexFi was established. The brand was to be very approachable without having the feeling of a financial institution.
The FlexFi brand would be built from the idea of family, support and comfort. The colour palette was a step away from the recognizable Financial Institution brand and more towards a fresh and valuable feel.
The brand was rolled into all collateral and a proposed web/digital direction to complete the brand personality. The brand was a success as stakeholders along with existing customers found the brand to have a fresh composition and tone compared to the large financial institutions in the market place.