FORTUNE SOLUTIONS - BRAND IDENTITY & STRATEGY

NOTE: THIS PROJECT IS A PARODY BRAND IDENTITY FOR A FICTIONAL COMPANY TO ACCOMPANY MY FINAL-YEAR UNIVERSITY DISSERTATION, WHICH ARGUES THAT DESIGN IS OBJECTIVELY WORSENING WITH THE RAPID SHIFT TO THE INTERNET AND THE PRIORITIZATION OF SOCIAL MEDIA ALGORITHMS OVER CORE FUNDAMENTALS.

ENJOY!


We want to share with you one of our full-stack design projects, a collaboration with professionals that started a new company called Fortune Solutions. It's a company dedicated to high-net-worth individuals, family offices and institutions. Our task was to design the logo and brand identity for the company.
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The original meaning behind the Fortune Solutions name was that the word "fortune" that represents "a great amount" and "solutions" as a solution. It also meant to be a strong link between investors and the financial world.

With that in mind, our main direction was the connectivity. Our process, as usual, started from research, aligning our vision with the client, drawing lots of sketches and iterating. We took all of these steps to reflect the core value of the company the best possible way.

As soon as we accomplished the logo we started working on everything else. The primary goals here were awareness, understanding of the offering, and conversion. We decided to design a very clean and easy to perceive identity with a light background and minimalist shapes to support the copy. As a result, we had a brand identity that was consistent with the brand.


For this project, we did no sketching whatsoever. We wanted Fortune Solutions' brand identity to be completely void of any personality, flair, or thought.

To be completely frank, we just wanted to create something that looks pretty to get more likes on this platform. But it doesn't even look pretty. We still get likes, though.

Is it working?


We wanted to choose a boring sans-serif primary font for the brand so that there were no risks taken in the process. There is no secondary font pairing because we lack knowledge of the basic fundamentals of design to know what works with what.

The font should apply in all printed and digital formats (documents, advertisements, brochures, etc.). When it's not possible to use the primary font, you can use available sans-serif system fonts, e.g., Arial, Tahoma.


Seriously, do we even need to write anything for this? Corporate blue! That's it. That's all that needs to be said.

We also wanted to pair the blue with off-white and off-black shades so everyone seeing this project can think that we put more effort and thought into this project than we actually did.


To make sure this project doesn't look shallow, we wanted to just add random stuff to it to give it some added volume.

Here's an app icon that really doesn't matter at all, but it looks nice!