prolo

A UK-based wealth management startup dedicated to providing clients with secure, trustworthy, and personalised financial solutions.

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Prolo Business Card
Prolo Business Card
Prolo Business Card
Prolo Business Card

problem

As a new wealth management startup in the UK, Prolo faced the challenge of establishing trust and credibility in a highly competitive market. Without a clear and memorable brand identity, the company risked struggling to differentiate itself and effectively communicate its core values of freedom, safety, and security to potential clients. The lack of a cohesive visual identity made it difficult to convey the professionalism, reliability, and expertise needed to attract and retain high-value clientele.

solution

To address these challenges, I developed a logo and visual identity that encapsulated Prolo’s core values of trust, freedom, and protection. The design featured a sleek “P” icon made from three curved lines forming wing-like shapes to symbolize freedom and growth. A circular motif surrounding the icon added security, while the capitalized typography with spacious kerning reflected strength and openness. The result was a distinctive brand identity that resonated with Prolo’s audience.

Prolo tasked me with crafting a visual identity that would establish them as a forward-thinking leader in the wealth management space, one that would attract a new generation of investors while communicating trust, security, and freedom. The logo needed to balance these elements, creating a lasting impression that would resonate with Prolo’s audience both now and in the future.


I drew inspiration from the idea of freedom and growth, beginning with the “P” icon. The three curved lines that form the “P” symbolize a sense of liberation—representing financial freedom and the potential to grow beyond constraints. The wings extending from the letter capture a sense of motion and progress, while the circle around the icon reinforces security, protection, and a solid foundation.


To complement the logo, I carefully selected a color palette that would capture Prolo’s personality. The deep blue conveys professionalism, trust, and stability, while the soft pink salmon adds a touch of warmth and modernity, making the brand feel both approachable and fresh. This combination allows Prolo to stand out as a modern, trustworthy wealth management company, perfectly blending contemporary design with timeless appeal.

Working closely with Prolo throughout the design process, I refined the logo to ensure it aligned perfectly with their vision. Every decision—from the fluidity of the icon to the balance between boldness and approachability in the typography—was made with intention. An important detail was the letter spacing in the logotype, which was carefully adjusted to communicate openness and freedom. The wider spacing between the letters enhances the feeling of liberation, making the logo feel expansive and accessible, yet still strong and professional.


The final result is a logo that not only conveys Prolo’s core values but also creates a strong visual identity that clients can trust and relate to. The logo’s versatility ensures it works seamlessly across all touchpoints, from digital platforms to printed materials, creating a cohesive brand experience wherever it’s used. This flexibility positions Prolo as a modern, reliable partner in wealth management, allowing them to connect with clients in a meaningful way while establishing a brand that will endure for years to come.

year

2018

year

2018

year

2018

year

2018

timeframe

5 days

timeframe

5 days

timeframe

5 days

timeframe

5 days

tools

Adobe Illustrator, Indesign, Photoshop

tools

Adobe Illustrator, Indesign, Photoshop

tools

Adobe Illustrator, Indesign, Photoshop

tools

Adobe Illustrator, Indesign, Photoshop

category

Branding and Identity

category

Branding and Identity

category

Branding and Identity

category

Branding and Identity

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Prolo colour palette
Prolo colour palette
Prolo colour palette
Prolo colour palette

Prolo’s color palette features five complementary tones, creating a balanced blend of trust, security, and warmth.

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Prolo logo
Prolo logo
Prolo logo
Prolo logo

Prolo’s logo in white, displayed on an iMac screen, highlighting its versatility and striking appearance when placed against digital imagery, reinforcing the brand’s modern and professional identity.

.say hello

i'm open for freelance projects, feel free to email me to see how can we collaborate

.say hello

i'm open for freelance projects, feel free to email me to see how can we collaborate

.say hello

i'm open for freelance projects, feel free to email me to see how can we collaborate

.say hello

i'm open for freelance projects, feel free to email me to see how can we collaborate