Loft Investments is an exclusive holding company constructing new financial products that are better suited for the future than the conventional counterparts. Utilizing many years of experience within different parts of the financial sector they have developed a method of gaining more profit for investors through taking a higher, yet calculated, risk within the option.
Loft approached us to design their identity, stationery, website as well as digital presentation material. In a highly conservative market Loft needed an identity that, with subtle quirkiness, would separate them from the bulk without scaring anyone off. The logotype was designed in a constructed manner corresponding with the nature of Loft's approach when developing new products. A bold graphical approach, with bright colours, strong typography and use of infographics, was chosen in order to establish a feel of trust and illustrate the steady hands (or analytic minds) of the individuals steering the company.
The website consists of a primary site of four sections, for the main company, and two sub-sites for their products; Loft Securities & Loft Credit Relative Value. Illustrating Loft's different approach to a highly conservative field of business, the main page highlights both their blog section and their manifest - a collections of vows and values deeply rooted in the company's approach.
The website also contains financial statistics and data automatically aggregated from a number of different online sources. A set of three clocks show whether or not three major stock markets (Nasdaq OMX, Hang Seng & Dow Jones) are open or closed and the current stock quote data. These clocks utilize the HTML5 Canvas to work across all devices.
Visit the website at www.loftinvestments.se
Business cards and printed matter
The business cards was duplexed using one sheet of Munken Polar paper and one sheet of Rainbow Intensive Red. The red sheet was overprinted with PMS 1795 to give it just the right tone of red. This was quite the balancing act and
several versions were turned down before the right tone was achieved. The logotype was foiled on the back of the card which had to be punch cut because of the precision required by the square grid on the front of the cards.