Visual identity, setting and naming for a new investment manager with strong roots in Minas Gerais.
Ficus Capital is a new asset management office with strong roots in Minas Gerais and a focused on promoting exclusive service for a traditional and high-revenue target.
During the brand naming process, we sought inspiration in botany. Thus, we found in Ficus a tribute to one of the greatest genera of the plant kingdom, which expresses characteristics such as strength, longevity and energetic growth, in addition to an immense potential to bear fruit.
Starting from these aspects, our challenge was to create an identity that conveys confidence, stability and projection of the future, uniting a sophisticated, sober and contemporary language. To achieve this result, we invested in the ligature between the letters “F” and “I” and in the redesign of the typography, which makes a reference to growth, resembling the sprout of a plant.
Consisting of three colors, a main palette dialogues with the brand name and expresses security and optimism. In addition to the greens, the shade of mustard yellow brings a contrast to identity, also referring to gold and all the prosperity that a Ficus comes to represent.
Like the name and visual identity, the setting of the Ficus Capital office was also based on botanical genres. From printing and wallpapers with photographs and illustrations, points of color were diverted to the office environment, which gained warmth, personality and contemporary air.
Creative Direction: Mariana Hardy
Executive Director and naming: Cynthia Massote
Designer: Leo Passos
Project Manager: Marcelo Pantuzza