The Brave New World of eFinance

Outcome Identity System – branding, corporate identity, web development

Outcome

Outcome was a B2B financial web services company with a world-class product that was ahead of its time.

Services Provided

Corporate Identity Design
Web Design
Web Development
Product UI Design
Brochure Design

From B2C to B2B

Initially, Outcome had a not so serious consumer look and feel, with which it hoped to attract a wide audience to its products. However, as it is often happening with start-ups, a shift in focus has brought challenges in the way the company would be perceived by its new business customers. While working as Senior Designer at Outcome, I have created a dynamic, friendly yet corporate look of a serious, trustworthy corporation that would appeal to the financial sector clientele.

Logo, stationery and corporate style

Outcome logo consists of triangles and dots interconnected through channels created by negative space, symbolizing versatility and, well, interconnectedness of the company’s products. The wavy blue-striped background sets a contrasting stage for the main graphical elements, giving a splash of color and special mood to the whole corporate ensemble. The use of vertical lines for typography elements, as seen on business cards, underlines the precision and care taken in delivering quality financial products.

Brochures and Website

The brochures and the website further extend the identity system using triangular forms for the structure of the layouts and cropping of imagery. The interconnectivity theme is supported with photography, utilizing nature and man-made abstract images.