In early 2023, I developed the brand for “The Lund Loop,” the new Substack publication from fintech executive, Brian Lund. During the deep dive, Brian took me deep into the egalitarian world of trading, where everyone has an opportunity to rise no matter who they are or what their background is.
The design, characterized by a modest color palette of blue and white, encapsulates the market’s ebbs and flows; the looping OO’s serve as a visual metaphor, capturing the inherent ups and downs of the market—a symbolic roller-coaster ride.
This design not only communicates the dynamism of the financial landscape but also signifies Brian’s role in keeping the reader “in the loop” on all industry developments.
I also hope that the gentle curves in the logo evoke a sense of stability, reassuring the reader that, with Brian’s guidance, they can navigate and weather any market storm.