Finlex

Brand Identity (2023)

Finlex is a project for a group of fiduciary advisors who approached me to modernize their existing brand. The work started from the very beginning—even the name was part of the process.

I focused on the “X” because it felt like the strongest element in the pronunciation of the name. From this letter, I built the symbol: an icon representing the idea of exchange and connection between two parties. The geometry of the logo was then reused to create a pattern applied consistently throughout the brand system.

The rounded forms were chosen intentionally, as they evoke a sense of movement, transformation, and exchange—the core ideas behind the company’s services.

The color palette references the traditional color of money, reinterpreted in a contemporary, digital context. The overall identity relies on a modular layout system and a flexible graphic language designed to adapt to different applications while staying cohesive.