STORY -

The development of the Forward Lucy brand was inspired to convey the ambition and forward-thinking of the client. The name highlights what this investment fund represents – the first of it’s kind. Their offering incorporates machine learning and as with all FWU products, Forward Lucy’s investment approach is driven by algorithms that harness the power of data.

The logo and branding needed to reflect the combination of human, along with machine, intelligence. The logo is the visualized speech mark of saying ‘Forward Lucy’ into a device. The muted colour palette further reinforced the brand’s forward and smart thinking and aided in establishing this new brand alongside its founder’s many years of experience. 

CLIENT -

FwU Brand Extension

CREDITS -

Jung von Matt, Brand Identity
Hamburg, Germany

MY ROLE -

Logo, Brand, Brochure & Presentation Design