Center for Financial Services Innovation
Market makers, meet accessibility.
Center for Financial Services Innovation (CFSI) is a network of financial service providers with a mission to provide more responsible programs and services to the underserved. By focusing on sustainable, long terms solutions that promote financial health, CFSI helps create long term markets for financial service providers. More important, the network helps put families on the path to financial health.
Substance created a visual identity based on an iconographic system that uses bespoke graphics to represent different facets of financial health. These are used as a family to promote the brand but can also be highlighted individually to focus on key programs. Each color represents a different membership level within the network. The result is a dynamic identity that sets itself apart from the more staid visual landscape of financial service brands.