Executed as a typography class assignment, I tried to think of the most unexciting type of company to develop an identity for as a challenge, as so often students invent businesses that are themselves creative and therefore easier subjects for them to tackle.

This financial company is a smaller investment firm wanting to promote a contemporary image while not alienating their established clients. The serif face is somewhat conservative but set in small-caps italic slips closer to a daring edge. Paired with a sans-serif face that gives both a solid number-crunching yet friendly feel, it communicates a company in a traditionally prosaic industry poised for the contemporary market.