About the brand
Sax Investment is an investment firm with over 9 years of experience in the American financial market based in Orlando, Florida.

Focusing on the Brazilian public that wants to invest in the American market, the main objective of the company is to share the experience of its founder, Fabiano Vasconcellos, through consulting, capital management and an online course platform.

Challenge
After a deep process of mapping brand personality, it was identified that the main challenge of the project would be to visually position the brand in a modern, elegant and minimalist way, aiming to convey the perception of high added value.

Another fundamental objective would be to relate the brand to the financial market in a simple and direct way, without compromising the understanding of the concept and niche of the brand for the Brazilian or American public.

Solution
To visually translate the brand’s objectives, a unique typography was developed for the project in high box and serifs to associate the idea of high value to the brand branding.

In addition, taking advantage of the anatomy of the letters “A” and “X”, it was created an intersection between the two in order to form an investment chart that ends up, which seeks to represent that, regardless of market variations, investments by the company will continue to grow.

Through this solution based on the symbolism of a chart it was possible to achieve all project objectives, as well as reflecting the company’s experience of managing assets with excellent profit margins.