GMB Finance is a consulting firm
specialized in business crisis management and corporate restructuring.
The project stems from the need to accompany GMB Finance through a repositioning phase and to make its role within the financial consulting landscape clear and recognizable. The intervention builds an authoritative identity system and a visual language that brings order to the regulatory complexity and intricate processes characteristic of the sector. The identity is reimagined by giving a clear form to the working methodology, reinforcing the perception of solidity, and ensuring clarity in dialogue with increasingly structured B2B stakeholders.
Services
Content strategy
UX UI design
Development
Client
Place
Year
GMB Finance’s new positioning
is reflected in a system of values that shifts the focus from operational mediation to strategic direction.
Communication cores
Solutions
Authority
Expertise
Identity project
The redesign starts from the brandmark: the GMB shield.
The shape evokes protection and solidity, while the monogram with the initials embodies expertise and methodology. Evolving from a modular, less corporate construction into an institutional crest, it is now more harmonious and authoritative.
Concept
The tagline Consulting Meets Banking drives the entire visual system. The typography combines two typefaces: an authoritative serif for headlines and institutional messaging, paired with a clean sans-serif for body text and operational materials. The color palette retains orange as a core brand identifier, pairing it with a deep brown and warm neutrals. Gradients, built on the same color range, add depth and movement to the system.
Redesigning GMB's identity meant standing alongside a company as it chose to engage with new stakeholders. Behind every visual choice lies the same question: does it hold up in the world GMB operates in today?
Jacopo Bartolucci
The identity stems from a precise imagery:
that of London and institutional finance. Heraldic shields, monograms, and serif typography become the codes of a language that speaks of solidity, prestige, and continuity over time.
Content strategy
A content strategy built on methodology:
GMB Finance's expertise in crisis management, translated into a clear and recognizable narrative.
Social
Social media communication turns consulting into a story: a journey that makes visible how GMB Finance guides businesses from complexity to continuity.
Each piece of content stems from a real-life situation and showcases its direction, balancing the concrete value of the solutions with the human dimension of the people who build them.
GMB Finance is the opportunity to give shape to a different vision of consulting and make it recognizable, turning crisis into turnaround.
Website
The website gives shape to GMB Finance's solidity:
a clear and authoritative digital experience that guides businesses from first contact to solution.
The website translates GMB Finance's identity into a recognizable digital environment. The visual system, built around the monogram and the tagline Consulting Meets Banking, defines how the site looks and behaves across every page: structured, professional, and always consistent.
From the homepage to the services, navigation clearly guides visitors toward action: the feasibility study, exploring solutions, and initiating first contact. A journey that brings order to complexity and turns visits into relationships.
