LifePath Financial Planning are a team of financial advisers and aged care specialists based in Mt Gravatt, Brisbane. They rebranded to a new business name, inspired by their goal of helping people in all stages of life and required a new brand identity and business collateral.
We needed to strike a balance between reflecting LifePath’s dynamic, forward thinking approach whilst still highlighting their experience, and training from leaders in the industry, qualifications, dependability and strong commitment to service excellence. It needed to appeal to a wide age group, as their whole business concept is about helping people no matter where they are on their live’s path — from young people to the elderly.
A modern identity was designed which cuts through the outdated, cliched design you’d expect from the industry and positions LifePath as innovator, which was rolled out across print advertising, stationery and their website.
THE LOGO DESIGN
The logo represents an arrow moving forward in the positive direction. Inside the arrow is a maze pattern. The middle shows the clear path forward through a range of complex financial choices to the goal.
THE COLOUR PALETTE
A combination of bright blue, warm silver and midnight grey created a dynamic yet professional look which stands out against the more corporate palettes of the competition.
THE BRAND LOOK & FEEL
The line theme runs throughout the cohesive brand identity, from typography to graphics and textures.