CFA

Intent

To inspire the next generation of financial leaders by reimagining CFA Institute as a dynamic, forward-thinking brand that balances its trusted heritage with modern relevance.

Engage with a new generation of investment professionals

The challenge

As a global, not-for-profit association that provides financial education to investment professionals, the CFA Institute has long set the standards for world-class ethics, knowledge, and professionalism in the investment industry. But after a period of significant growth, the organization recognized the need for a brand refresh to more meaningfully engage with a new generation of investment professionals. We set out to develop an identity that preserves and elevates the brand’s revered status, while modernizing it to be more dynamic and in tune with a new audience.

The idea

The new brand positions CFA Institute as an influential and trusted force for positive change in financial services. The refreshed design system centers around the aperture graphic device, a dynamic shape which can open and close, acting as a metaphor for the big-vision potential of a career in investment. The visual identity exudes confidence and fluidity, expressing the boundary-pushing ideas that flow across its global network of partners, candidates, and employers. The new brand represents the modern CFA Institute: a diverse global community offering bold new levels of value in the fast-paced world of investment.

The impact

With its updated brand, CFA Institute has successfully launched a suite of new services and content offerings, leading to increased engagement and significant improvements in acquisition metrics.