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Redefining the
Finance Sector.

Sentry Financial, Salt Lake City

Sentry Financial Corporation is a boutique financial services company that provides financing—over $2.5 billion to date—to Fortune 1000, middle market, and emerging growth companies.

The finance industry has experienced a paradigm shift in branding after the financial crisis. Through meaningful collaboration, Niftic explored, developed and defined a brand, vision and design direction for Sentry Financial. Establishing consumer trust was at the utmost importance, so we stressed aspects such as heritage, credibility and experience throughout the visual identity. Color palette, typography, logo marque and logotype were crafted according to the project goals.

Disciplines Practiced

Brand Strategy & Platform
Brand Signature & Brandmark
Typographic System
Colorpalette
Photography Style
Iconography + Illustration

Sector

Finance

Project Highlights

Crafted with growth in mind.

The Sentry Financial visual identity was crafted with growth in mind. One of the design challenges was to create a visual identity that will extend its reach effortlessly to new business extensions without compromising the overall brand impact. The sub division logos accomplish this task with flying colors.

All Sub Division logos work as a family under the “Sentry Financial” umbrella. When used correctly, the Sentry Financial visual identity can be extremely flexible to growth and change without risking to diminish the overall brand impact.



6 sub divisions under 1 brand

Sentry Brand Portfolio

The Sentry Financial visual identity was crafted with growth in mind. One of the design challenges was to create a visual identity that will extend its reach effortlessly to new business extensions without compromising the overall brand impact.

Empowering the client.

Sentry Financial Brand Guidelines

Niftic crafted comprehensive identity guidelines to ensure that Sentry Financial’s new visual identity will be implemented properly throughout all communications. The guidelines clarify proper use of logos, brand colors, brand typography and imagery.