Full disclosure, I had no idea that FICO did anything beyond providing a credit score…so when the folks at Nelson Cash asked me to help bring the new branding they did for all the different services FICO provided to life, I was a little confused. Turns out, FICO does a ton of other things (like data security, analytics, fraud protection) to help businesses. Who knew?
Anyway, Nelson Cash had taken a brand that had been traditionally kind of ‘corporate’, and infused it with personality (and color!). The entire brand guideline document is beautiful in itself. After talking it through with the team over there, and hearing how they’d like me to help fluidly connect a brand new logo with a top-level metaphor for the FICO experience, as well as weave in the newly designed service categories while introducing the new brand palette, I was really excited for the challenge.
Concept, Motion Design, Editing
Below is the final. Check out the smoothness.