The Simple Group

I cofounded The Simple Group, a company that sought to maximize social impact investing and a reasonable capital appreciation with limited risk by funding microfinance loans in developing countries.

Branding

Finalizing a color palette was relatively straightforward:

The logo, on the other hand, went through many iterations. One of my personal favorite iterations referenced the financial aspect of the company:

However, the final logo was much simpler. It used the initials of the company:

Business Card

Using the logo, I created various business card designs:

The final business cards were printed on thick black cards with embossed silver lettering:

Other Logos

I also made logos for Automa™, our algorithmic, high speed purchasing system. Automa™ was designed to screen for microfinance loans in 64 countries in real time and purchase high impact, low-risk loans.

Website

After creating the TSG brand, I then designed and developed The Simple Group website (http://thesimplegroup.org/) and realtime investor dashboard using Node.js and Angular.js.

Rebrand

In 2015, I completely redesigned and rebranded The Simple Group. The old design, although very friendly, didn’t reflect the shift in the company from a fledgling startup to a mature investment fund. To help communicate The Simple Group’s goal as a helping hand to entrepreneurs in developing countries, the new logo evokes the image of cherubim, heavenly guardians over the Garden of Eden.

And the rebranded website used the cherubim logo above a beautiful parallax image of the earth: