Brief: In early 2017, parent company CU Service Network launched an umbrella product brand, CU Works. The brand included three new products of the same genre: outsourced services for credit unions. Umbrella logo, product logos and marketing collateral were needed for the launch of the new brand.
Challenge: All three products needed a similar aesthetic to read as a family of services, but also needed to be distinguishable from each other. Parent company desired an aesthetic that was fresh, clean, and colorful to differentiate from many of the dull financial services competitors.
Solution: Use color as a differentiator. Harabara was chosen as the logo font, and was customized slightly. Parent company enjoyed the contemporary, slightly playful feel of the font.
Focus on simple shapes throughout (the check mark) and unique objects (piggy bank for accounting and origami paper for compliance/regulation). Objects are carried throughout both print and digital media to reinforce brand and add whimsy.