The Finance Sector Union needed to recreate and modernise their brand – and they wanted an identity that wouldn’t look or sound out of place next to the major financial institutions and banks that they work with. They wanted the finance sector workers they represent to feel pride in their union, and feel inspired to display their membership to the world.

They needed a brand voice that emphasised the power of collective action, inspiring financial workers to join through the creation of a trustworthy, professional, and authoritative feel.

To create something that spoke to that particular audience, I looked to the movement of financial charts and graphs, and created a logo that represents the unified strength of the union.

Each segment by itself may be small, but when they come together they form a larger and greater whole that protects and inspires its members. The brand emphasises the benefit to all, both members and the institutions that employ them, by joining FSU in working together for a fairer finance sector.