Logos & brands

Northstar Capital

Brand identity for a fictional small-business finance app.

Client: Northstar Capital (fictional)
Industry: Financial Technology / SaaS
Project type: Self-initiated concept project
What we did: Brand Strategy / Visual Identity / Brand Guidelines
Year: 2026

The challenge

Fintech brands default to padlocks, dollar signs and teal gradients, and speak in jargon. Northstar needed to feel confident, intelligent and credible to owners who are not finance people, without looking like a bank or a generic SaaS template.

What we did

The mark is a bold, geometric N with a blue wedge inlaid in its counter: a compass needle, a sail, an arrow pointing north. Traced, the N is also a cash-flow line (up, down, up). Night Ink, Paper and Slate carry the system, Polaris Blue is the single accent, and Surplus green is reserved for positive money. Geist and Geist Mono set the tone, and four graphic devices (the north wedge, a meridian grid, the rise-dip-rise line and a data constellation) are all derived from the mark.

What was made

A complete brand system: strategy and voice, logo suite and usage rules, colour with contrast ratios, typography, graphic language, a custom icon set and applications from business cards to out-of-home. Self-initiated concept; Northstar Capital is fictional and nothing here is a real financial service.