Refresh the identity of Team Eddymon, a financial planning group under Prudential, with a logo that felt more contemporary and approachable while retaining the values and recognition established by the original mark. The new identity needed to resonate with a younger audience without losing the team's existing story.
- Animated intro for reels
- Logo breakdown
- Logo namecard mockup
(image credits to FAM and Team Eddymon)
Rather than pursuing change for its own sake, the refresh focused on evolution over reinvention. Through multiple rounds of exploration, the identity distilled the team's defining narrative — a roundtable where every member is valued equally — into a cleaner and more versatile visual mark. Preserving this symbolism ensured continuity while allowing the brand to move forward with greater clarity and confidence.
The final identity introduced a modernised logo system that balanced familiarity with a refreshed visual language. By grounding each design decision in the brand's core narrative, the project helped build client confidence throughout the iterative process and demonstrated how thoughtful branding can evolve without losing the values that audiences already recognise.