Merchant Financial Group, formerly Merchant Factors, is a boutique financial agency responsible for seed funding for brands like Bombas, La Ligne, and more. Despite their fashionable clientele and outstanding team of advisors, their branding was lacking polish--a must for working with high fashion clients. I worked with them to create a brand identity system that stayed true to who they were while elevating their voice, including a fashion-worthy photoshoot of their team.
Merchant's previous logo and website left a lot to be desired, but they did not want to forgo their nautical identity. Instead, I created a brand identity that nodded to this while allowing them to sail the open sea of their ambitions.