Rooled
Rooled is a financial services company that helps startups and high-growth companies manage their finances like a boss. They combine their years of experience with the latest technologies to make financial management easier and more efficient for their clients. So, they came to us looking for a brand identity that would make them look like the cool kids on the block. Challenge accepted.
Project Credits
Agency:
Second Melody
Overview
Visual Identity
The Brief
Rooled approached our brand agency with the challenge of developing a new brand identity that better aligned with their values and services. Their existing brand identity was outdated and didn't accurately represent their offerings. They needed a brand identity that would help them stand out in a crowded financial services market and attract the right clients.
The Approach
We kicked off the visual identity with an audit of Rooled's audience, competitors and industry trends. This helped us identify opportunities for the Rooled visual identity. Between two mood boards, they chose to appear as the “reliable friend” instead of the “trusted parent".
The Logo
The logomark is a circular icon that represents a power symbol, conveying the idea that Rooled empowers its clients and partners with financial strength. The wordmark is set in a font called Henrietta, a soft rounded serif that adds a touch of approachability and friendliness to the logo.
The Brand Assets
We created a robust identity inclusive of custom icons and illustrations for each of Rooled’s primary service offerings. Their palette ranges greatly, with a brand focus on cool tones, but the inclusion of warm tones for special use cases.
Photography & Image Treatment
Rooled’s imagery is primarily portraiture of professional subjects. They represent a vast demographic of start-up professionals. Instead of seeming stressed about their finances, the selection of images focuses on the positive result of a business owner partnering with Rooled.
The image treatment surrounding the subjects is a visual connection to the logo and remainder of the visual identity.
The Results
The new brand identity we created for Rooled is like a breath of fresh air in a stale financial services market. The modern, trustworthy, and approachable identity has helped them stand out from the crowd and attract the right clients.