Cassidy Adroved UX/UI Designer
Deliverables
Brand Identity Package, Mobile site, Credit Card
Tools
Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Adobe XD
Disciplines
Logo Design, Package Design, Brand Identity, Web design
Year
2021
Deliverables
Brand Identity Package,
Mobile site, Credit Card
Tools
Abode XD, Adobe Illustrator, Adobe Indesign, Adobe Photoshop
Disciplines
Logo Design, Package Design, Brand Identity, Web design
Year
2021
Blue Water
Trust-driven financial identity and structured brand
Blue Water is a conceptual brand for financial services, intended to serve the needs of individuals from credit and savings to investment. The goal was to develop a professional and trustworthy identity that is both stable and modern but not too corporate.
Before settling on a name, I started by establishing the overall visual direction. My initial idea, “Lotus,” was too focused on a financial services brand and too closely associated with a wellness or lifestyle brand, which lacked the credibility necessary for a financial services company. This realization led me to adopt the name Blue Water.
The logo mark itself was intended to be a powerful, full-bleed graphic, reinforcing the presence of the brand. As the brand identity evolved, consistency became an important consideration. To address this, I created a systematic brand system and set of usage guidelines, defining best practices for logo treatment, color usage, and layout structure.
The end result is a polished and integrated financial brand that conveys trust, clarity, and professionalism with a clean and contemporary visual identity.
