Financial Innovations, Inc. (F.I.I.) wanted to revise their visual brand so clients would know them as F.I.I., a national provider of broad spectrum merchandise solutions for non-profit organizations, and not simply “fee marketing.”

The design goal was to maintain certain legacy elements, like the CMYK color palette, while simplifying the overall visual identity. “Marketing” was dropped from the new logo because the client felt it was too limiting.

In place of dots between the F.I.I. initials, I set the text within different colored spheres and used lowercase for a less corporate look and feel.

I refreshed F.I.I.’s website and print marketing with the new visual identity, a brighter look & feel, and updated typography.