TASK America
For their newly setup American outfit, TASK Wealth management needed to develop a brand that would enable them to be different from other wealth management firms. We created a unique visual identity and developed a brand philosophy that we communicated through a video ad. We also developed the firm's website and stationery.
• Strategy:
Brand philosophy
• Identity: Logo, Colour palette, Typography, Key visual
• Brand Expression: Business cards, Video ad, Website
• Identity: Logo, Colour palette, Typography, Key visual
• Brand Expression: Business cards, Video ad, Website
Strategy
Brand Philosophy
We centered the brand philosophy around the power of adaptability in order to highlight the advantage of having multiple services under one roof. Informing potential clients that wealth management can take on many forms was a theme that was reinforced by using the analogy of adaptation in ocean survival. We established a power animal that could carry this message in a unique and memorable way in order to help differentiate the brand.
Identity
Logo
For the TASK logotype we created a new thin weight of an existing font. The typeface is contemporary, blending rounded and geometric attributes. The blue motif took inspiration from elements of the existing Swiss counterpart's logo to generate a new interpretation.
Typography
Felbridge Std is a beautiful font inline with the logotype's aesthetic of slightly squared curves.
Colour Palette
Dark teal blue inspires trust and reliability, it is combined with cyan for highlights. The secondary palette, uses colours that contrast harmoniously with the primary colour and are compatible with the cuttlefish's natural colours.
Key Visual
The cuttlefish was selected as the brand's power animal for its incredible capacity to camouflage and adapt to different environments. Textured wallpapers were created by taking advantage of the geometric nature of the logo. The combination of these two elements creates a visual that is strikingly unique by contrasting a controlled environment with an organically textured, naturally adaptive, creature.
Brand Expression
Business Cards
The minimal and sober design caters to a high-end clientele and inspires trustworthiness.
Video
This video ad explores the importance of adaptability in the game of survival. We are presented with the advantage of having a different strategy and warned of the illusion of safety arising from conformity. We follow a cuttlefish exploring the ocean and witness its amazing transformations. We are also presented with the main services provided by TASK America. The format chosen was 2.39 custom widescreen, giving the video a more cinematic feel.
Website
The website features the video ad and a brief presentation of the services povided by TASK America. We kept the copy concise and accessible. The site is responsive both in layout and typography.
www.task-america.com
www.task-america.com
