Personal Branding
Creating a cohesive and impactful brand for a Financial Planner
Stakeholders
Common Design Management
Rivero Financial Planning
Project Role
Design Manager
Tools Used
Figma
Illustrator
Photoshop
Midjourney
Key contributions
Brand Discovery
Competitor Analysis
Logo mark
Copywriting
Promotional materials production.
Style Guide
Project goals
The project's goal was to position Luis Rivero as a leading cross-cultural financial planner through a distinctive personal brand identity. Emphasizing his diverse experiences working with multicultural teams in different countries, the brand mark symbolized his growth and journey.
The brand design aimed to be versatile, adapting seamlessly to print materials like business cards and letterheads, as well as online platforms such as LinkedIn, Twitter, and other relevant channels.
Brand discovery
During discovery, I focused on defining key brand attributes to shape the overall essence of the brand and define the visual identity.
Through multiple discussions, I found that the image of an open book symbolized well Rivero’s philosophy of trust and transparency, and that could be combined with the image of mangrove roots to speak of Rivero’s personal journey.
Value proposition
The value proposition centered on designing a unique and recognizable logo and visual identity that reflected resilience, transparency, and adaptability.
The brand emphasizes trust, transparency, and adaptability, projecting a warm and approachable personality.
The logo makes use of visual keys like the open book to echo transparency and mangrove roots for resilience.
The color palette features blue shades, to evoke stability, trust, and security.
Touch points are 360, encompassing print and digital collateral.
Brand voice is warm, informative, and empathetic, speaking directly to the needs and aspirations of the target audience.
Brand brief
The brand style guide documents all the brand identity elements.
Style Guide
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