A new identity proposal for Zest Finance — a company that prides itself on a being made up of "some of the world’s best data scientists and lending experts" and analyzes thousands of potential credit variables.
The company is smart, agile and technologically innovative. The CEO requested Albertson Design to create an identity that was fun and funky, away from the stodgy and corporate look and feel of other B2B companies.
For this challenge I used the concept of data (as the company's primary product is technology that collects data) and created an illustrated expression of that concept.
I used geometric shapes to express bits and chunks of information and added fun and bright colors to give an overall expression of "funkiness".
Ultimately the company decided to reign in the colors and go with a more traditional look and feel, but this proposed identity based on strong modular geometry and bold colors remains one of my favorites.
Art Direction and Design: Paulina McFarland
Created at : Albertson Design, 2015