Through an intensive discovery phase with leadership, we identified "clarity," "connection," "insight," and "precision" as brand pillars. Our strategic framework focused on achieving distinction, building trust, visually representing clarity, and ensuring scalability through a robust design system.
Brand Identity: Connecting the Dots, Delivering Clarity

Design System: A Blueprint for Consistency

A comprehensive design system ensured consistent brand application across all touchpoints, acting as a single source of truth for efficiency and integrity. Key components included:

• Core Principles: Documenting design philosophy.
• Brand Guidelines: Detailed specifications for logo, colour, typography, and tone.
• UI Component Library: Reusable, responsive, and accessible UI components with documentation.
• Iconography: Custom icons reflecting connection and clarity.
• Templates: Standardised assets for presentations, reports, and marketing.

Conclusion

• By meticulously crafting a brand identity embodying "connecting the dots and giving clarity" and systematising it through a robust design system, we empowered our client to distinguish itself in the Netherlands' Fractional CFO market. The resulting brand effectively communicates its expertise, precision, and commitment to client financial success.