Koalafi

What
Brand Identity
Brand Guidelines
Brand Toolkit

Client
Koalafi

Year
2021

Team
Noah Mooney
Anthony Romano
Dylan Bernd
Dan Galganski

West Creek Financial came to us looking for help to transform their brand into a modern FinTech company, with Koalafi (KOALA-FI) as their new company name.

Our team created a vibrant new brand identity — we developed a new brand strategy and brand behaviors. We positioned Koalafi as a leader in a competitive and fast-growing category, there for you and your everyday needs. As design lead, I led the logo development and the brand buildout.

The Logo

The logo development process for this project had its fair share of hiccups. We had to go back to the drawing board a few times before landing on a logo mark that both client and creative team were happy with. In our exploratory phase, we sketched and created dozens of variations of a ‘k’ mark. When Chris, my design partner, rotated the ‘k’ on its side, it sparked the final logo mark. The rotated ‘k,’ the lotus, became a symbol for growth and new life.

We developed a visual system using close crops of the lotus mark, which was was easy to replicate but also left room for some play

The Brand

Our visual solutions were rooted in findings from our strategy team. One of the four core brand pillars they developed was "simplicity." Simply for Everyone, the tagline we developed highlights Koalafi's accessible, diverse set of tools meant to fit anyone. My role was to unify the messaging with the look & feel of the brand. How? With clear layouts, inviting colors, warm lifestyle photography, and friendly typography.