The challenge was to create a brand identity that reflected Noon Capital's values of transparency, innovation, and ethical investing. The client also wanted the brand to be unique and easily recognizable in a crowded market.
In addition to the need for differentiation, the client had a specific target audience in mind: individuals and institutions looking to invest ethically in the Middle East. This meant that the brand identity needed to be accessible to a range of people with varying levels of investment knowledge and cultural backgrounds.
To achieve the final result, I started with the logo design. The concept behind the logo drew on two elements: the Arabic letter 'noon' and the sun at noon. The sun at noon, on the other hand, represents the idea of being at the pinnacle or the peak, which symbolizes the client's goal of helping clients achieve financial success.
For the colour palette, I chose a striking yellow that represents the concept of noon/the sun. I intentionally went outside of my comfort zone to create a colour scheme that would stand out and be easily recognizable in the market. The yellow colour also reflects the brand's values of transparency and innovation.