HFL is an independent, family-owned business with over three decades of experience in international wealth structuring and administration. Don't think that sounds overly dynamic? Well, you're in for a surprise! The HFL team embodies dynamism and it's been an absolute pleasure to work with such a progressive group of people. Whether you’re a seasoned GP or a first-time manager, their team of experts look after some of Europe’s leading seed and growth stage VC funds.
First came the brand tweak. Their existing brand was a simple typographic identity and there was no real appetite to move away from this. So we suggested a more balanced solution that is all about fluidity, agility and flexibility but with stability. This single line also hints at the theme of connectivity and a single joined-up methodology. The ribbon-like form is housed by a square that hints at stability and strength and makes the identity easy to stack and scale.
Then, following a series of StyleScapes (highly developed mood boards to establish stylistic preferences), came the Hero Creative: a series of minimalist geometric forms that would eventually be animated for their homepage. These shapes have been used throughout the brand positioning as the rollout has started to ... well, roll out.
All this has gone to reposition HFL's visual image to match the spirit of the company and the incredible people who work there. Dynamic, progressive and forward-thinking.
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