Semmie,
opening up the investment game for everyone
Semmie simplifies the investing game, giving non-professionals access to professional investment portfolios. Opening up the stock market to people who have a bit of extra money and think investing might be cool, but aren’t willing to risk it all.
This refreshing new approach to investing deserved a refreshing friendly identity and brand direction. The message we need to convey seemed obvious, be nice, friendly and keep it simple. Avoid complex terms, small type and the typical banking stereotypes. This train of thought helped us arrive at the company motto “Invest Nice”.
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During the process of developing the identity and branding we saw that a lot of the investment and banking industry built identities that feel fortified and un-approachable, we wanted to step away from this.
The Semmie identity plays on the smiley face emoji / icon which has been used to portray positivity across the globe since its inception, which fits perfectly with Semmie. The Semmie smile is accompanied by the type logo which is cast in VAG Rounded Thin, a rounded friendly type face. Which you might know was originally developed for Volkswagen in the 1970’s. The subtle slicing of the dot above the “i” references the Semmie smile.
