Acumen is a global specialist in financial outsourcing and recruitment services operating in Bermuda, Cayman Islands, Mauritius, Singapore and the United Kingdom. They had an identity that lacked impact and gravitas, and now wanted to ‘swim with the big players’ on the global stage.
Working alongside global agency Hoxby, we took our visual inspiration from the starfish – a common sight in warmer seas. These beautiful creatures are perfectly adapted to their environment, their multiple arms giving them flexibility and strength. The simplified starfish brandmark we crafted is formed from 5 angular arrows or pointers that come together, with angles in play that echo those in the details of the quirky typeface crafted for the wordmark.
The colour palette is cool and serious but bold – a deep blue, backed up with vibrant coral and green.