Brand Identity · Visual Communication
2025
Iniciativa
A contemporary visual identity for a financial firm focused on planning, investment and wealth management.
Client
José Luis Girela Ruiz
scope
Brand Identity · Visual Communication
year
2025
duration
8 Weeks
Overview
The brief.
Iniciativa is a financial firm built around two complementary services: financial planning for clients pursuing personal goals, and wealth management for those looking to manage significant assets. The project required an identity capable of communicating expertise and trust while remaining accessible to people with very different financial needs. The visual identity takes a contemporary and approachable direction, moving away from an overly corporate financial aesthetic. A seascape-inspired palette of blues conveys trust, calm, sobriety and professionalism, while a simple and versatile visual system gives the brand a distinctive and recognisable presence across different applications.
The Challenge
Finance without the distance.
Financial brands often rely on visual codes that communicate authority but can also feel cold, complex or inaccessible. Iniciativa needed to convey the professionalism expected from a financial firm while presenting itself in a more approachable way — building credibility without creating unnecessary distance between the brand and its clients.
the solution
Turning analysis into identity.
The identity is centred around a symbol that combines references to a pie chart, a bar chart and the first two letters of Iniciativa — translating analysis, growth and action into a single graphic element. Combined with a restrained typographic system and its blue palette, the result is a simple, memorable and versatile identity designed to remain recognisable across different formats.
testimonial
“Working with Manu was a great experience from start to finish. He took the time to understand our values, our vision, and what we wanted to communicate. His creativity, professionalism, and attention to detail helped turn our ideas into a distinctive and meaningful brand identity.”
José Luis Girela Ruiz
Founder, Iniciativa
