West Creek Financial came to me looking for help to transform their brand into a modern FinTech company, with Koalafi (KOALA-FI) as their new company name.

I created a vibrant new brand identity — I developed a new brand strategy and brand behaviors. I positioned Koalafi as a leader in a competitive and fast-growing category, there for you and your everyday needs. As design lead, I led the logo development and the brand buildout.

Koalafi

CLIENT

Logo, Identity, Guidelines

MY ROLE

The Logo

The logo development process for this project had its fair share of hiccups. I had to go back to the drawing board a few times before landing on a logo mark that both client and their creative team were happy with. In our exploratory phase, I sketched and created dozens of variations of a ‘k’ mark. When Chris, their creative director, rotated the ‘k’ on its side, it sparked the final logo mark. The rotated ‘k,’ the lotus, became a symbol for growth and new life.

I developed a visual system using close crops of the lotus mark, which was was easy to replicate but also left room for some play

One of the four core brand pillars I developed was "simplicity." Simply for Everyone, the tagline I developed highlights Koalafi's accessible, diverse set of tools meant to fit anyone. My role was to unify the messaging with the look & feel of the brand. How? With clear layouts, inviting colors, warm lifestyle photography, and friendly typography.