Finesenza is the type of client and project that gives a sound challenge to any brand designer who restrains to thinking the financial expertise rather in terms of predictable graphic recipes.

A former big 4 highly skilled and specialized professional meets the entrepreneurship challenge of her life and the result is the need for a personal brand under a …brand new identity.

Finesenza came up as a name that stands for the essentials of finance, but in a subtly-daring-and-status-quo-challenging naming in the field. The undertone of feminine leadership fuels an essential rock solid expertise in auditing and advisory services.

Step two is the brand designer to take the torch. At the core of the brand identity there is brain, intuition and a feeling of safety. Synapse and …people connectivity in the same time. There is the symmetry and predictability of the figures but delivered in a rather soft, harmonious and nuanced approach. The logo speaks about the hard power of the know how to penetrate towards solutions and in the same time of the soft, ineffable power of a lifetime gathered expertise. Pinpointing a solution through collaborative & smooth guidance, almost with delicacy. Elongated, intellectual font, filigree sign and a business-sharp color aggregate to build up a sense of “trust smoothly delivered”.

www.finesenza.com followed as the digital business card: a birth certificate for a successful business and fruitful future partnerships. For Innerout: just another project with good vibes all the way.

Design credits: Teodor Decu