ABOUT

The brief was to design a new brand based around Transcends existing logo, a blue triangle with a shadow below and the name in a serif font.

Transcend means to rise above or go beyond; exceed your limits. A triangle felt very appropriate as a simple way to represent this idea as it acts as an arrow without actually being one. The triangle itself is made from three distorted triangles which represent the idea of Trinity, three things making 1 whole. There are two variations of the logo, a solid colour version for use on white and a white line version for use on the branded background.

To get the brand message across is a visual way, and with images for a financial firms being something very difficult to represent, I came up with using photos of mountain climbers with an outline version of the logo photoshoped into the background. These visualise
both the idea of transcending and also the struggle
of obtaining financial security.

For the brand I have taken a clean modern approach while maintaining visual interest with overlapping boxes, both solid and outlined. The website uses a series of animations as you scroll into various sections, such as animated lines being drawing in, a feature also used for roll overs. There is also parallaxing, with images and boxes moving at slightly different speeds so they appear separate and less static.

All text is left aligned to line up with the text in the logo meaning the triangle icon sits alone in the left margin.