Infima needed a complete redesign of their brand identity for the next phase of the company. The brand needed to move away from the look of a young startup and communicate credibility and trust to their more traditional financial customers. The logo mark was inspired by Roman columns and built structures, as well as mathematics and generative AI, and the goal was to create a symbol that communicated stability and strength. We opted for a warm color scheme to stand out not just from typical fintech companies but traditional finance companies, to allude to the forward-thinking nature of our technology.