INDEPENDENT BRANDING, IDENTITY + GRAPHIC DESIGN

MADE IN LESLIEVILLE

CREATIVE STRATEGY, IDENTITY + BRAND DESIGN

Racine Financial

Racine Financial, a bespoke financial services firm based in Port Hope, Ontario, is led by the husband-and-wife team of John and Jemma Racine. Their expertise lies in guiding small business owners through forward-thinking financial strategies, ensuring a seamless transition of wealth for future generations.

This rebrand—the third evolution of their identity that I’ve crafted over our 15-year working relationship—reflects the firm’s commitment to both legacy and innovation. At its core, the new visual identity revolves around a modern yet timeless aesthetic, breaking away from the conventional, corporate look typical of financial services.

The logo, composed of the firm’s initials, establishes a strong and recognizable foundation. Expanding on this, the brand’s secondary design system introduces fluid, scalable interpretations of these letterforms, creating dynamic frames that adapt effortlessly across different media and applications. This approach embodies the firm’s philosophy: financial planning that is both structured and adaptable, capable of evolving with their clients’ needs.

The bold, vibrant color palette defies industry norms, reinforcing Racine Financial’s fresh and forward-thinking approach. Depending on the application, the visual system can lean into a modern minimalism or a retro-inspired aesthetic, making it versatile yet unmistakable.

Racine Financial’s new identity strikes the perfect balance between heritage and progress, stability and adaptability, ensuring their clients feel confident in the legacy they’re building.