A bold, kinetic identity for a fintech platform making financial products accessible, searchable, and human.
Team
Creative Director: Ian Lewis Campbell Art Director: Lucy Weigard
Create a brand identity for Engine Financial, a platform helping businesses find, compare, and access financial products. The identity needed to feel modern, trustworthy, and radically more accessible than traditional finance.
Developed the full brand direction: logo system, colour palette, motion identity, social templates, app icon, and packaging concepts. All anchored in a single bold asterisk mark that signals speed, multi-directionality, and utility.
This was an exploratory brand direction, a creative proposal developed under art direction, not implemented live.
Outcomes
01
Full Brand System
Logo, motion, color, social, app icon, and packaging, all from a single asterisk mark that scales across every context.
02
Strategic Reframe
Positioned Engine as the anti-bank. Bold, accessible, and built for businesses who want financial products to work as hard as they do.
03
Range & Craft
A fully realised exploratory direction, demonstrating the ability to develop cohesive brand systems from concept to every application.
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