Pynk, Case Study

Pynk©
—
How we gave Pynk true personality.

The Pynk team had already been at work, brainstorming and pinpointing what made them 'them'. They recognised a need for an objective, a duo of experts to help them refine, define and prioritise their ideas, so we augmented with their internal team to push the project forward. We developed a brand narrative: "The heart of investing together". This would serve as the anchor for the redesign.

We retained Pynk's inimitable three divisions, but geometrically refined them in a balanced way to equally signify the importance of all three states that make up Pynk [their crowd wisdom, a powerful A.I. & expert analysis].

Appreciating the current love for the logo, we held its inherent personality but refined its geometry for better reproduction at all sizes. What was an exercise both in reduction of complexity and amplification of character resulted in a much simpler balanced form; with a complementary custom typeface by Montserrat which could carry the weight of the real, global, human connection the brand believes in.

Using a subtle gradient to represent the analogy that everyone is pink on the inside, symbolising the equitable potential that investing is for everyone. Me & and Daryl Slavin delivered an identity that simply conveys what lies at the core of the brand, a belief that Pynk enables to change the world of investing.

See more here —
https://www.behance.net/gallery/90891657/Pynk-2020