Pennyfund Inc. by Chan Young Park

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CLIENT

A micro financ­ing com­pa­ny that pro­vides var­i­ous kinds of finan­cial ser­vices to indi­vid­u­als run­ning small businesses.

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BRIEF

Research, posi­tion­ing, nam­ing, and brand devel­op­ment of a new con­cept in micro financing.

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APPROACH

I began with deep research into the field of micro finance, exam­in­ing names and mis­sion state­ments of oth­er sim­i­lar orga­ni­za­tions pri­or to any actu­al design work. This fine research led to the devel­op­ment of a vari­ety of names before the selec­tion of Pennyfund.

The mark is a wonderful play on the letters P and F ultimately forming the shape of a key. A powerful symbol conveyed with restraint and simple elegance, along with the Pennyfund wordmark, set in the classic Garamond type family gives the overall feeling of trust and strength without being overpowering. It is a brand system that has depth and longevity. The support materials, stationery system, mobile app, and website carry the brand identity, typography, and color system into new mediums and forms without losing any of its strength and integrity. Pennyfund is a fine piece of concept, design, and applications with very high professional standards. — Eric Baker, Professor at School of Visual Arts