New Corporate Identity Design for Cash Financial Services Group
Client:
Cash Financial Services Group 🔗
Scope of work:
Corporate Identity, Brand Architecture, Interior Design & Marketing Collaterals
For the redesign of Cash Financial Services Group (CFSG), we faced both an opportunity and a challenge. Established in 1972, CFSG is a well-recognized financial institution in Hong Kong, with a strong local presence and reputation. However, the corporate identity had grown outdated, and the visual language no longer aligned with the company’s vision for growth and innovation.
The Concept of the Logo
Our design process began with careful discussions to define both priorities and challenges. The first decision was language hierarchy. Since the main audience is Hong Kong residents, we placed the Chinese wordmark first, followed by the English name. This order ensured the logo connected directly with its target market.
Next, we reimagined the brand symbol. The Chinese name conveys ideas of “time” and “wealth.” To embody these values, we created a modern icon using a clock arrow that also forms a rising graphic element. This symbol represents CFSG’s promise: to continuously grow and protect client assets. The bold orange color further communicates vitality, confidence, and momentum.
Corporate Applications
Once the logo was finalized, we developed a complete corporate identity system. The new design extended to stationery, including business cards, letterheads, and envelopes. We also designed a company brochure, a logo guideline system, and a suite of advertising visuals. Each item maintained consistent use of typography, layout, and color to strengthen brand recognition.
Brand Architecture, Logo Sytem & Interior Design
The identity refresh also extended beyond print. We supported CFSG with brand architecture planning and interior design elements. This ensured a unified experience between the company’s physical spaces and its corporate image. The result was a cohesive brand environment that communicates trust, innovation, and professionalism.
