Elfin Market

Brand Identity, Web Design, App Design.
Client: Elfin Market – Peer to Peer Lending

Elfin Market is a successful FinTech startup. The project was to create a brand identity from scratch, produce various material for potential investors during funding roadshows as well as designing the website and the app.

STEP #1: LIST OF CONCEPTS
Before starting the visual design of a logo, it’s important to define the symbol that will represent the brand. The first stage of the logo design is a list of concepts including a thorough story telling.

STEP #2: SKETCHES
Various sketches of the chosen concepts are suggested.

Here the chosen concept was “The Elf”. The client requested a manga character representing an elf.

STEP #3: BETA VERSION
After the shape of the symbol has been finalised, I perform some typographical work on the brand’s name. Once the logo is strong in black and white, it’s time to add colour. The choice of colours should be consistent with the emotional message that the client wishes to communicate.

Here blue and aquatic green were chosen to communicate trust, innovation and friendliness.

STEP #4: TARGET AUDIENCE FEEDBACK
We tested the logo with a pool of potential customers and collected quantitative and qualitative data. The most interesting piece of feedback was about the “video game” look of the elf. It was negatively perceived although people were engaged with the idea of an elf.

We therefore revisited the logo to make it more friendly and modern, and came up with a new look for Elfin Market’s elf.

STEP #5: MAKING THE BRAND DIGITAL
Time to apply Elfin brand identity to its website and its app with a full set of icons and playful elfes to represent various business concepts.