DesignStudio gives Future Finance an “optimistic” new look

DesignStudio has unveiled a new visual identity for Future Finance, which looks to reconcile serious subjects such as student loans, with an attention grabbing new look.

It needed to appeal to wide range of student customers, including undergraduates, medical students, lawyers and MBA graduates.

Series of joined-up shapes

The redesign, which includes a different logo and website, centres on “the individual paths we all take to realise our potential”, according to DesignStudio.

The consultancy has used a series of joined-up, distinctive shapes, intended to be a connector between the customer and their future self.

Alongside the kit of Perspex shapes, an “optimistic”, bright colour palette has been used throughout to “side-step the cold, functional world of finance to speak directly to students and their potential,” says the consultancy.

“Brave and bold”

Speaking about the rebrand, DesignStudio’s executive creative director, James Hurst, says: “The opportunity that Future Finance offers its customers is extraordinary.”

“Capturing that ambition and impact on real lives means being brave and being bold. This is an identity that signals a brand both connected to you and your connection to a more enriching future.”