C-Model are a female-led company in a male-dominated industry, so we needed to create a brand that was strong and professional. However, they were also keen on making it feminine, to embrace the fact that they were all strong women running the business.
The balance here is difficult, as “too girly” would lose respect in the industry. Also, the three co-founders all had different tastes, so getting everyone on the same page was not easy.
We did a lot of brainstorming sessions with the client and internally, in order to make this project work.
We picked some feminine and bright colours, but then added in gradients to give it that more modern and tech feel. We created a logo that was strong and would hold up in the financial industry.
The marketing collaterals also had bright colours, to show that feminine side, but teamed with the sans-serif fonts and darker blues, we made sure there was a strong fintech vibe to it too.