Building a More Empathetic Financial Brand
Vesting Finance wanted to create a fresh approach to managing financial challenges — one that felt human, transparent, and approachable. The goal was clear: design an identity that not only reflects their expertise in financial management, but also their commitment to empathy and care.
The Challenge
How can financial services be more friendly and accessible, while still maintaining a professional and reliable image? Debt collection often comes with negative associations. The industry is seen as cold, unfriendly, and focused only on the numbers. Vesting Finance wanted to reposition itself — not only to look different but to be different. The challenge was to create a brand that felt open, respectful, and helpful, without losing credibility or professionalism.
At the same time, it was important to fit the new identity within the Arrow Global brand portfolio and show how Vesting Finance leads the way in customer focus, accessibility, and ethical working methods.
Vision
The goal was to design an identity that communicates both clarity and care. Vesting Finance stands for a better financial future for all, balancing the interests of clients, their customers, and society as a whole. This needed to be visible in every part of the brand.
We set out to create a visual and verbal identity that felt human, friendly, and open — while still showing that Vesting Finance is reliable and firm when it needs to be. A new tone of voice, a logo that reflects the softer, more personal approach, and a clear structure behind it all helped bring this ambition to life.
Solution
The new brand identity brings together two key qualities: firmness and empathy. The visual language was carefully developed to reflect this balance. Shapes combine sharp and rounded edges, hinting at both structure and softness. The logo and typography have a humanist character, adding warmth and approachability to the brand without losing its professional tone. The colour palette is calm and clear, supporting a sense of control and transparency.
Together, these elements help Vesting Finance stand out in the financial sector — not just as a service provider, but as a respectful and proactive partner in financial matters.
Branding & Identity
