Farnoosh | Branding

Farnoosh—journalist, author, and America’s leading personal finance expert—shares wisdom rooted in ambition and authenticity. We transformed her ethos into a compelling brand by abstracting financial symbols into dynamic geometric shapes and pairing them with bold colors that evoke prosperity, clarity, and edge. The result is a modern, energetic identity that amplifies her connection with a global audience.

This project included:

Farnoosh’s identity merges playfulness and modern sophistication. The brand system uses overlapping geometric shapes—drawing abstract nods to bills and coins—to create unique and compelling forms. The color palette is bold and rich, psychologically linked with themes of wealth and confidence. Together with custom logos, the visual identity feels both editorial and approachable.

We created a series of complementary assets that embodied Farnoosh’s brand personality — vibrant, colorful compositions that balanced lines, curves, and playfulness with a clean, elevated feel. This extended into a striking book cover, polished business cards, and digital materials that reinforced her expertise while keeping the brand bold, approachable, and unmistakably her.

Custom doodle arrows add a playful, human touch, while money-inspired badges bring a cheeky nod to Farnoosh’s financial expertise. Together, they balance sophistication with humor, making the brand approachable and memorable.