Voices
Undertaken
N/A
Contribution
Brand Strategy
Branding & Identity
Digital Art Direction
3D Art
Animation
Voices has set out to disrupt the world of fintech in Portugal by offering voice powered financial transactions, making banking more accessible to all.
I worked on core brand strategy, defining mission, vision, values, designing a modern commercial brand identity that can appeal to both younger and older target audiences, especially who benefit from voice activation, as well as employer brand strategy and a compelling employer branding campaign that would help them expand their workforce in Portugal.
Brand Identity
Inspiration for core colours came from the beautiful traditional Azulejo tile art Portugal is known for. These colours give the brand a more “authentic” look and feel, rooted in tradition yet modern in it’s execution.
The logo icon shape is loosely based on the actual sound wave I recorded when saying the word “Voices”.
I used a modern sans serif for the logo name and customised it to give it a bit more friendliness and a more fluid look that compliments our logo icon without taking away from the clean, confident typography. The changes are very simple to keep the logo clean, minimalistic and contemporary.
Brand activation
“You Voice” is the name of the campaign. It is meant to put the person and their voice at the centre of the messaging that has an inspiring and uplifting sound.
Out of the secondary colours I generated an array of gradients, aiming for stretched out verticality, as it mimics linear sound waves that go up and down and since Portugal is a coastal country, these gradients capture a sense of the ocean too.
To further utilise the gradient and give the campaign a wow factor, I visualised the soundwaves in 3D using Blender.
Campaign voice
The campaign graphic follows up on the logic used to create the logo and puts peoples voices at the centre of it. I used voice recordings of me saying the copy in order to create the graphic shapes.
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