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Fluid Trust plc

Branding and web design for ambitious Innovative Finance Start-Up

Fluid is an ambitious new-to-market innovative finance project with both consumer-facing and investment-portfolio sides to the business.

They tasked Forever with creating a striking brand that not only stood out against competitors but would also win the trust of investors and customers alike.

As the name suggests, the over-arching feel was inevitably movement. From the use of the ligature in the typeface to the accompany shapes and gradients of brand colouring, that ‘fluid’ motion as carried out across all brand assets, most notably, the website which applies subtle gradient shifts to add a touch of modern flair to an otherwise heavily regulated and text-dependant website.

Within the brand, it was playing off contrast. We wanted to create a modern bank feel but with classy routes. This was combatted with the use of slightly more conventional typefaces for loges coupled with a modern sans serif for the body copy.

Brand materials

The colour palette of using dark greens created a premium and welcoming feel but injected with the bright orange brand accent helped to keep visuals striking and modern.

That was particularly evident in print collateral and other brand materials including premium business cards handed to many, and quality brochures read by thousands.