Upskilling on a new level
The pandemic demonstrated that an agile and dexterous workforce is needed to support the buoyancy of the economy. Yet, with many industries still operating gatekeeper models, vital information and skills are often expensive or inaccessible. Finance and accounting specialists, Acclivity, commissioned LoveGunn to help restructure the way business owners access skills and information. Hoping to democratise access, they aim to level the playing field for startups, entrepreneurs and small financial teams.
LoveGunn strategised around key behavioural insights into the new generation of entrepreneurs and disruptors, who are keen to learn and acquire knowledge in creative and non-traditional ways. Our approach leverages the opportunity for a tectonic shift presented by upskilling and online learning, as younger generations enter the workforce and become frustrated by outdated hierarchal and gatekeeper models of business.
Translating Acclivity's mission, LoveGunn used references to vaults of knowledge in a clear and succinct visual language that inverts traditional business paradigms from a culture of gatekeeping and barriers to one of access and community.
Foregrounding the unprecedented opportunity and exclusivity that The Finance Department offers, we developed a free digital subscription platform around the vision of openness, sharing and ease of understanding.
The brand identity is born from the idea of unlocking a vault of knowledge. This single idea is conveyed across the brand, from the logo to the bespoke 3D graphics and animations.
The disruptive black and pink colour palette is inspired by the Financial Times, but then progressed across the brand to create a distinctive and remarkable visual language. The entire brand system needed to be easy for a startup up implement and maintain. Our guidelines gave clear instructions on how to use each asset.