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LifeDesign Bank
ROLE
Brand Identity
Balancing Tradition with a Fresh Perspective
LifeDesign Bank, an offshoot of Fidelity Bank, needed a modernized rebrand that stayed true to its core values while evolving for a broader, more contemporary audience. The challenge was to refine the existing heart brandmark, preserving its meaning while making it feel fresh, adaptable, and future-focused.
A Symbol with Meaning
Rather than starting from scratch, I reimagined the heart by integrating the initials L, D, and B, creating a brandmark that subtly reinforces the bank’s name while maintaining its sense of warmth and trust. This approach honored the bank’s legacy while bringing a renewed sense of purpose to its identity.
Versatile & Approachable
To ensure flexibility across print, digital, and environmental branding, I developed a cohesive identity system that seamlessly adapts to various applications. A welcoming, accessible typeface complements the refined brandmark, reinforcing LifeDesign Bank’s commitment to approachability and trust.
The result? A brand that feels familiar yet forward-thinking, rooted in tradition but designed for the future.
