Sector: Finance & Consulting,
• 12ª Bienal Brasileira de Design Gráfico
Harvest is a Brazilian financial planning and coaching company. The brand focuses on planning and developing safe and comfortable plans for its clients to live in harmony with their financial life, offering the best solutions for creation, maintenance, protection and succession.
Our job was to develop a complete project from company name, brand positioning and every part of visual identity.
Being a company that plans and develops financial plans, the perception of credibility, respect and trust were our targets for building brand identity.
We analyzed and categorized different types of perceptions and, among several alternatives, the metaphorical way allowed us to reach better extensions and to have authenticity and mainly, enabled us to arrive at a name and an identity that evoked the essence of the company.
The name creation was based on 3 main factors: International performance, where we privilege the phonetic and graphic quality of the name; The perception of credibility and, finally, within the strategic field, we develop a name that conveys conceptually the future safety that the company offers.
The identity project was a natural reflection of what was thought for the name, however, we worked with elements that represented at the same time something that could generate peace and comfort, the "windmill" as a graphic element, and on the other hand we also use a monogram as an element that goes back to the most luxurious universe of the brand's customer profile.
Harvest is not the kind of company that presents itself in a conventional way to its customers, using social networks, conventional media and etc. It is a company with a very restricted customer profile and who cherish the anonymity and discretion of their business. However, from what can be measured, the project was implemented with great success and acceptance by these clients. The perceptions gathered were the ones desired: Harvest is a trustworthy company, guarantees me a future with peace and can help me to satisfy my consumption desires.