Over the course of three years, thousands of editorial images were created in collaboration with the editorial team at Finimize. Initially their editorial images resembled parody-style visuals, pun-heavy; akin to The Onion—photoshopped to look realistic, yet obviously artificial. These visuals lacked the artistic value needed to align with the brand’s simple yet resonant goal; to democratise investing.
In Winter 2022, Finimize underwent a major rebranding, which brought about a shift in the editorial images to better reflect the new, sophisticated brand identity.
Three Stages of Image Transformation
Pre-Rebrand: The visuals heavily relied on literal puns and awkward photoshopping, often detracting from the professionalism Finimize aimed to project.
During Rebranding: As the rebranding progressed, the editorial images began evolving to align with the new visual identity allowing some room for experimentation.
Post-Rebrand: With the full rebranding in place, hundreds of editorial images were produced that embodied the updated Finimize brand values.
The outcome of this three-part evolution led to the creation of thousands of images that reflected the clarity, professionalism, and forward-thinking ethos of Finimize. The editorial visuals became an extension of the brand’s new voice, offering readers a polished, abstract, and minimalist representation of financial content.