Orchard Financial Group
How do you reach a generation who understand the importance of financial guidance, but don't know where to begin? But are also afraid of a traditional economic advisory structure due to lack of education or merely a negative preconceived assumption.
Orchard Financial Group helps its clients better understand and navigate their finances. Creating a balance between finances and dreams with a holistic approach allows them to enable their client's to achieve realistic, life goals. Through education, motivation and proper planning Orchard Financial Group is here to help take the heavyweight and responsibility that surrounds financial independence, off of their client's shoulders and place it on theirs. After all, this is what they do best.
Like all branding projects, Orchard Financial Group and I started by identifying their Mission, drafting a brief overview of their target audience, defined and refined their message.Mission:
Orchard Financial Group is here to help people who don't think they fit into a traditional wealth management structure. With proper financial management, strategic application, and transparency Orchard Financial Group helps their clients better understand and navigate their finances. Creating a balance between finances and dreams with a holistic approach allows them to enable their client's to achieve realistic, life goals. Through education, motivation and proper planning Orchard Financial Group is here to help take the heavyweight and responsibility that surrounds financial independence, off of their client's shoulders and place it on theirs. After all, this is what they do best.Message:
At Orchard Financial Group we understand the ever-changing seasons of life. After all, we are people just like you. We own a small business which we started with our own money. Have our first baby on the way, live in a metropolis hub, and are continuously growing as individuals whose financial needs change but having the peace of mind, that because of our proper planning and management our goals are becoming a reality. We are accessible, knowledgeable, and committed to our clients. We offer specific, curated advise, tailored to their individual or family needs. Orchard Financial Group is here help you cultivate what matters most, to you.
To relate to an age group of 34 to 45-year-old men and women, Orchard Financial had to be modern & approachable but have a structured & educational tone without being intimidating. With a focus on communicating balance, the use of the yin and yang flow between the brand's primary colors, blue and yellow with the core shape of the apple enabled me to do just that. The colors from the bottom up arranged as followed.Blue
Blue is emotionally symbolic for trust, responsibility, honesty, and loyalty. It is used to express order, security and create calmness. All the virtues that are perfect to build a strong base.
Yellow is emotionally symbolic for enthusiasm, happiness, opportunity and is commonly used to stimulate, create awareness, and energize. Orchard Financial wants to excite their client's about the freedom they can achieve with a balance between, structure, opportunity, and awareness.
Green is emotionally symbolic for growth, harmony, dependability. It is used to commonly used to display growth, balance, and success. It was the perfect way to complete this 3 tier icon. First, take the time to remember back to when you were a child mixing paint in elementary, and you discovered that with the perfect balance of yellow and blue would make green. Equally, the emotional and psychological values attributed to each core color of blue and yellow, equally result in the success values associated with green.
For the shape & the last piece of the puzzle, looking to communicate education was the primary goal. In keeping true to the most common fruit associated with the word "Orchard" but also symbolically synonymous with, an education I used the apple. In theory, the perceived value of the brand can also be elevated subconsciously, thanks to the fantastic job of Apple's icon.
Lastly, the wordmark needed to have the same balance and approachable tone as the icon. Using a modified Proxima Nova allowed the round edges to give the word “Orchard” a softer look in contrast to the word “Financial Group” that is a slightly bolder Proxima Nova, but the corners have not been rounded out to allow for a much more formal & structured tone.