An iconic style Brand for a Finance Broker
Project Brief
Dee Francis, a finance broker with more than 30 years of banking and lending experience, came to Studio 76 seeking a brand identity that would reflect the depth of her expertise and the genuine care she brings to every client relationship. The vision was to move away from the transactional feel common in the finance industry and create something timeless, warm, and quietly confident, a brand that would resonate with clients who value trust as much as results.
The deliverables for this project included:
- A sophisticated logo and brand mark system
- A comprehensive brand guideline document covering strategy, logo usage, colour, and typography
Concept Development
The brand direction was built around a single idea: country values with city expertise. Dee's approach to finance is personal, unhurried, and honest, and the visual identity needed to carry that same feeling. The colour palette was anchored in Race Boat Green, a deep, grounded tone that communicates stability and professionalism, softened by warm neutral tones in Mocha and Light Monument to bring approachability and elegance to the palette.
The DM monogram mark was designed to work across all scales, from business cards and uniforms to social media and embroidery, ensuring the brand shows up consistently and confidently in every context.
Outcome
The result is a brand identity that feels as considered and trustworthy as the woman behind it. Polished without being cold, premium without being out of reach. The completed brand guidelines gave Dee and her team the tools and confidence to apply the identity consistently across every touchpoint, from their Milton office to their Instagram feed, with a clear visual language that reflects exactly who DM Finance Group is.
Out in the wild
