Challenge: NEO Fund is a non-profit organization focused on training and coaching small business owners who want to grow their businesses. Their target market doesn’t trust traditional banks, so they wanted us to create an approachable brand system.

Solution: Instead of trying to make NEO Fund into a traditional bank, we looked at what makes them unique. The partners are as likely to wear sneakers to work as a dress shirt. Their focus isn’t on formality or appearances but on helping people by being honest, transparent, and speaking directly.

 We developed a monogram mark stripped of all ornamentation and introduced a layer of transparency. Their secondary mark became a wireframe of the color version that hides nothing but is incredibly flexible. We avoided the overly bold primary colors seen in so many larger banks. A flexible set of patterns allow them to build banners, posters, and other materials as necessary.