Mercury Financial

The Mercury Financial project was a little different from most because we were working with a pre-existing design that wasn’t performing the way the client had expected. This is the rebrand I created, and below is the process I went through to get there.

Once we established a suitable color palette, I moved forward with the logo redesign and decided to redraw the “gel caps” to make them look sleeker and more corporate. I took inspiration from the lines you might see on an embossed cover of an annual report. I also selected a more modern typeface with a consistent stroke weight for stability, which allowed the graphic to move around the wordmark as necessary and scale for mobile application.