Unconventional CFO Brand Identity
Matt Losapio
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Posted Feb 3, 2025
Brand Identity for UCFO. "When you think of people in finance, you typically think of older guys sitting behind a big wooden desk in a suit. "That's not me."
Not your typical Financial Partner
Unconventional CFO
Brand Identity
Results:
"My new brand identity Clearly captures my identity in being a CFO and being me, so now I can communicate that outwardly on every platform and in person." "I've had an uptick in website forms as a direct result from those who visit my site. Huge reaction to business cards at several in person events."
-Lauren Furtado, Founder, Unconventional CFO
"When you think of people in finance, you typically think of older guys sitting behind a big wooden desk in a suit. That's not me."
Lauren is a finance industry veteran and an absolute expert at what she does.
She does it in her own way, and we wanted her Unconventional CFO brand to reflect that.
We were asked to create a cohesive visual identity to help Unconventional CFO communicate it's unique ethos, and attract more partners as it expands it's reach.
The new identity needed to present Lauren as the professional that she is, while allowing her fun and stylish personal identity to shine through - helping to communicate what truly makes her unique in an otherwise cookie-cutter industry landscape.
Identity Elements
The "U" icon is representative of a hand-written signature, and is a slight nod to tattoo style lettering. It also stands apart from the rest of the text in the "Unconventional" logo, strengthening the unique-ness that UCFO expresses.
Icons are a fun way for any brand to complement an idea or sentiment. These customized icons speak to the avant guard visuals of UCFO.
The juxtaposition of tough and elegant.
Armed with a new logo system, high contrast color palette, custom illustrative icons, typography system and unique image styling - UCFO's new identity will help it to grow, thrive and attract it's vision with a widening audience. We created a brand identity that's visually strong, and flexible enough to stretch across multiple marketing dimensions.
Website Update
Once the identity was complete, we updated the website and socials to match.
The updated website helps potential clients learn more about what Lauren does, and is strategically designed to encourage them to engage with her services.