Hennessy Financial Group

Typography exercise

Executed as a class assignment, I picked a less “fun” company as a challenge. This invented 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.

December 2005