Brand Identity & System

Brand Identity & System

Brand Identity & System

Challenge:

Challenge:

Challenge:

Position Novo as the go-to financial platform that keeps small businesses open and thriving.

Approach:

Approach:

Approach:

Developed a vibrant visual language that embodies Novo's commitment to empowering entrepreneurs.

Execution:

Created a "Open for Business" design system. Extended Novo's brand identity to reflect accessibility and opportunity. Launched the new visual identity at Novo's "Empowering Small Business Success" event.

Created a "Open for Business" design system. Extended Novo's brand identity to reflect accessibility and opportunity. Launched the new visual identity at Novo's "Empowering Small Business Success" event.


Role: In-house Design Manager
Developed in partnership with Mackey Saturday

Impact:

Reinforced Novo's image as a supportive financial partner, emphasizing our dedication to keeping doors open for small businesses and fostering their growth.


With the release of Novo’s new brand identity, Novo raised a $90m Series B that now values the start-up at $720m. 

Read the full article on Forbes.

Novo’s symbol embodies a customer-first approach, visually capturing the doors it opens for its clients. The abstract "n" is crafted to seamlessly fit the compact spaces where the brand is present. Paired with a minimalist sans-serif typeface, Novo’s new narrative-driven logo marks a fresh and modern evolution for the brand's identity system.

Logo & Symbol:

Role: In-house Design Manager
Developed in partnership with Mackey Saturday

Updated 2022