Lime Finance provides innovative accounting and financial consulting services for small and medium-sized businesses. The project involved creating a cohesive brand identity that reflects the company's professionalism, innovation, and commitment to growth, ensuring that the brand stands out in a competitive market.
Preparation
I conducted market and target audience research to understand the unique aspects of Lime Finance.
Key questions:
I conducted competitor analysis and data evaluation.
Competitor Insights
Competitor analysis revealed that accounting services are often perceived as old-fashioned. As a result, it was decided to take a fresh, modern approach to distinguish Lime Finance in the market
Logo
The logo reflects professionalism, innovation, and growth. It combines key visual elements: an accounting invoice, a coin, and a lime shape to represent finance and innovation. The logo's adaptability across different backgrounds ensures versatility.
Color Palette
The color palette conveys growth, reliability, and innovation. The colors evoke trust while providing a fresh feel, ensuring brand consistency across different mediums and materials.
Typography
The chosen font, GT Flexa VAR, supports English, Estonian, and Russian, ensuring accessibility. It conveys both professionalism and approachability, with a dynamic typographic system used consistently across all brand assets.
Patterns
The identity also utilizes unique patterns derived from the logo's elements. These patterns add depth and visual interest to various brand applications, from packaging to advertising, creating a distinct and memorable impression. The use of 3D patterns emphasizes Lime Finance's innovative approach, differentiating it further from competitors.
Identity
The identity includes branded stationery, business cards, notebooks, and packaging, which were designed to convey a sense of reliability and growth. Using vibrant green gradients and clean, modern layouts contributes to a unified visual language that ensures brand recognition. 3D patterns derived from the logo's elements were selectively incorporated into materials, adding visual depth and reinforcing the brand's innovative approach. The consistent application of the logo and color palette across all touchpoints reinforces the brand's message and creates a seamless brand experience.
Social Media and Outdoor
The campaign included outdoor and social media ads on platforms like Facebook and LinkedIn. Key messages used impactful visuals and clear language, with vibrant green accents ensuring brand recognition.
Website
The website features a non-standard grid layout that distinguishes it from traditional layouts while maintaining clarity. This unique structure creates visual interest and guides users effectively. The responsive design ensures a consistent experience across all devices, enhancing navigation and effectively communicating key brand messages.
