Reinventing a brand identity to fit into the digital space

Nivesh is a financial investment platform that was conceptualized with an aim to take mutual funds as an investment product to the masses in the tier 2 and tier 2 cities.

Mutual funds investment have been majorly restricted to the big cities. When we move towards the small cities and rural areas, there is a substantial dearth of availability of options that can give them decent returns on their investment.

This is where the brand stepped in. The brand provides paperless experience to their investors with a simplified fund selection process. They also provide a portfolio performance tracking with timely alerts and notification.

It also had the legacy of industry experts in the financial investment sector in their panel from its parent company Providential Services Private Limited.

When they approached us, they wanted to create a brand identity that would helped them get noticed in the rural areas and encourage people to do mutual funds investment online.


After the initial brief, we began with our market research to understand the scenario and ideate. Since the major crux was to create awareness for mutual investments amid investors in rural areas, we kept it in mind to come up with something that was simple yet strong.

As we were targeting the rural areas, we also had to keep in mind that it does not appear to be ‘too corporate’ which would deceive the purpose of entering there. In the context of this, we decided to do the logo design, business stationery, emailers and retailer boards for them. We also had to work on a tagline that would resonate the simplicity of the brand and convey the message.


Within a few iterations, we decided to create a brand logo design that would be easily recognisable and people friendly. We created a proprietary logo design that is a smart rendition of the brand name in a minimalistic yet clear manner.

The colour chosen was red as it is considered holy and denotes strength and power thus urging people to start investing. The typeface was kept simple and detailed space was given between each letter to ensure it catches attention.

The initial letter ‘N’ was designed with an arrow to show upward growth. A smart play was done on the letter ‘e’ to make it appear like an elephant that symbolises ‘good fortune’, ‘intelligence’ and ‘wisdom’.

The final logo broadcasts the rich culture of the expert founders of the brand and strives to establish the trust that is needed in the financial world. It also helped the brand look less intimidating and position the brand as more acceptable and inviting for the general masses.

The tagline selected ‘Mutual Funds for All’ was again very evident and easy to communicate.


The project has received investor funding and doing great with their activities. We as a team are proud to be associated with them.

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Their support to help us in rebranding our company has been exceptional. They are creative, well learnt and handle activities from a strategic perspective which would benefit the brand in the long run too.

Mr. Ankur Jain
Director, Pranjal Corporate Services Pvt Ltd

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