Eve Financial sought branding that would communicate a significant shift towards individual financial empowerment. Drawing inspiration from the concept of a new day dawning, we incorporated symbolic elements throughout the identity system. The dotted ring represents the emergence of a sunrise, signaling a new era in finance. Mirroring sunrise colors, the brand embodies values of compassion, dignity, and a commitment to fairer, faster access to credit through innovative means. Our voice and design communicate and elegant approachability, creating an inviting, clean, and sleek brand.