Elite Capital Management Group is a pioneer in the financial industry, exclusively providing institutional money management services to credit unions. Recently, they desired a total rebrand and to invest in more marketing and branding. I was a part of that rebranding process.

I crafted a new logo, seamlessly blending the industry's traditional essence with a bold and contemporary look that reflects professionalism and leadership. This was not the only thing to consider when rebranding this company however, as their CEO wanted to imbue the company's brand with a passion of his which he connected with a metaphor: formula one racing. Calling his company the "Race engineer for credit unions" was important to him and his core values as a business owner, so we made sure to reflect that as best as possible.

I was lucky enough to be able to design their logo, their website, multiple custom graphics throughout their marketing, and many printed materials and social media templates.

Please note that Elite Capital was a client of Krative, not CoYo Digital. I was working for Krative at the time of creation, and all work displayed was created by me.

Initially, we were taken aback by the CEO telling us that he wanted to blend his branding for a financial management company with formula one racing. It seemed like he was trying to blend two things he is passionate about without having a clear plan. But once he explained his vision for the metaphor and showed us why he was so passionate about it, we decided to give it our all to connect these concepts and make his dream a reality. For me, the designer, it involved maintaining a strong visual consistency across the marketing materials and website.

I used a lot of formula one imagery and B-roll footage in the background of the site, which made things feel very lively and dynamic. Tying that with clean professional designs and striking color combinations, we were able to establish a visual theme that worked well together. I took every chance I could to create custom graphics to further connect the racing industry with the financial management one, building icons that used imagery applicable to both concepts. This allowed me to further cement that metaphor, and ultimately it allowed the branding to feel intentional and confident. Everything was carefully coordinated to make sure that this metaphor sticks and it feels true to the brand at its core, and I feel we were very successful.