A brand built for trusted financial education, without the stuffy suit.
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/d821aa65-327d-4af0-8e88-5264b890fd21_rw_1920.jpg?h=64fa496f1dd9307618fc69888e91e592)
Felicity Cooper, a reputable financial advisor with extensive expertise, sought to share her hard-earned knowledge in a relatable way. In the current era rife with get-rich-quick schemes and inexperienced advice-givers, Felicity aimed to establish a trustworthy brand. My secondary objective was to create a brand that authentically captured her essence, infusing her podcast and courses with her vibrant style and seasoned optimism.
Research
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/0cd23b80-d919-4fb3-9826-498cbd333e1c_rw_1920.png?h=b2e4ac0aca3da3a959a40dfca280c0a7)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/410c0103-120b-4708-872b-eebc8b174166_rw_1920.png?h=2309da6d4e63e80014e944bab3ddd8fe)
Logo Exploration
The logo was a journey with many options and explorations and the end result was a fresh, modern mark that could be applied on any product, from digital to swag.
Sketches came first and once we dialed in on a great concept, colors and style were a breeze to apply to this contemporary business.
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/dc23a4b0-3f51-4f35-bcea-636eb1c2602f_rw_1920.png?h=1458917e475e7a81356693c8fc055160)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/ee5e32d6-e727-4f42-8e74-f5a2cb052a86_rw_1920.png?h=978399ede1f45f8ae2e05d45a0cbc44d)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/4f4cf90b-75a7-4cf8-8ede-559bd21d3f3f_rw_1920.png?h=fa16a1c23ad512197a1be84834fe5ec8)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/86c79240-12f3-4c81-b97d-ddf514ea93cb_rw_1200.png?h=83e3771c07e2d2597ff2836f530870f6)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/e52c3e94-ab52-45a0-855a-168c5d303c47_rw_1200.png?h=0d85ab1d3882cee5bf5f6c96b427921b)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/615466f9-82ad-417d-9b2b-09a8390cc3a6_rw_600.png?h=a2c4e1c7bb721350fdbf2ed352c4d6e6)
Putting the Brand Style Together
Once the logo and colors are chosen, there are still so many ways a professional designer can express a brand through unique elements. I put together options based on typography and colors to make styled components that could be replicated on any platform. From this point, Money Mojo can be handed off as a complete brand and built up through campaigns to really hit the intended audience.
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/75b80a1e-eebe-4b5c-9a36-6b93b1cc46e2_rw_1920.jpg?h=0139be25fdf7cd748382fc97dfcc9bc3)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/a1391613-b123-4d57-a566-31ea843ac822_rw_1920.jpg?h=67bc01bb0634c512a1eac769f07eb1fc)
![](https://cdn.myportfolio.com/168e3e26-9c60-450c-80c4-2d855d0918d4/9b32e727-6a06-4920-bd2c-fdf1c414cd1a_rw_1920.jpg?h=dd714c88f0d468518983bea677a5992d)