Azie Branding

We held several focus groups with employees from the Urban League of Portland and Unitus to pinpoint our brand direction. Through these sessions, we gathered insights directly from the people involved, which highlighted the need for a brand that’s inclusive, modern, and resonates well with our target audience.

From the Azie Case Study webpage: “Named “Azie” after Azie Taylor Morton, the only African American woman to hold the position of Treasurer of the United States, the new mobile app aims to foster financial and housing stability while creating and sustaining generational wealth for underserved individuals and their families.“

I mostly looked to other financial institutions and apps for inspiration. I also used the Unitus logo as inspiration, because we wanted the Azie logo to look similar. They would both be used often next to each other, so they should look cohesive.