I was excited when Fortunis Capital approached me to discuss a rebrand – a full overhaul of their existing brand identity. Everything about the intended direction the new branding would take resonated well with me, exactly the kind of ultra high end, stylishly corporate and elegantly exclusive brand I like to create.
A key part of the brief was to ensure the new identity respected elements of the existing one – particularly the use of a hertigage family crest, from which Fortunis draws it’s name. We analysed the strongest elements of the existing brand, identified areas that could be strengthened or even removed, and then set about the redesign.
The result is a strong, bold brand ready to champion the ideals of it’s investees and forge ahead a path to a brighter future. Great care was taken to ensure that the sword arm resembled a ‘rallying call to arms’, rather than a hacking action. The blend of traditional, heritage elements, with contemporary modern touches correctly positions Fortunis as a well established brand with a rich history, yet modern in their approaches and futuristic in their techniques.