VetraFi's goal is to provide financial assistance for military members and veterans. This service includes an app and credit card designed to help users manage their finances, and ensure long-term stability.
My mission for this project was to blend the two themes of finance and military together in a way that was subtle yet unique. I also needed to conduct proper research into military symbols and demographics, so my design would resonate with the target audience. The result can be seen in the final branding design (logo, typography, color).
To ensure VetraFi’s brand resonated with its audience, we studied multiple generations of military members. Our most important target demographic was recent high school graduates entering, or already in the military. We explored how our design could feel relatable, relevant, and engaging to this growing audience.
In the end, we leaned closer towards the hybrid approach. This helped us strike a balance between fun and professional.
My main goal with the visual design was to associate the brand with the idea of financial freedom, so the visual inspiration draws heavily from the Statue of Liberty, a symbol of freedom to many. VetraFi aims to financially assist those who have dedicated their lives in protecting those very values.
The logo takes the abstract form of a torch, the statue’s symbol of guidance and safety. VetraFi Provides financial guidance much like a torch lights the way. The color palette takes inspiration from the statue itself, further highlighting the brand's connection to commerce and financial freedom.
I was tasked with the creation of social media assets for our target demographic. I collaborated closely with team members to bring their ideas to life while ensuring visual consistency. The project required fast turnaround times, blending creativity with clear communication.
