Jean du Plessis

Visual identity · 2025

glu

A vibrant identity for a financial brand built around the idea of Financial Togetherness — balancing serious purpose with playful expression.

Role
Brand identity · Design system
glu project overview

01 · The brief

Build a distinctive financial-services brand able to make a broad and often complex offer feel clear, credible and genuinely human.

02 · The idea

Turn togetherness into a visual principle. The compact glu wordmark is joined by a modular family of circles — individual parts that connect, overlap and create something larger.

03 · The outcome

A serious-but-playful system that moves confidently across digital products, campaigns, environments and everyday objects without losing its unmistakable character.

glu campaign layout with a smiling woman, a Seriously, Playful headline and colourful circular graphics
01A serious offer, expressed playfully
glu brand application board with the wordmark, signage, stationery and website examples
02The identity system at a glance
03A wordmark built to move
glu identity applied to building signage, a projecting sign, a phone interface and a wordmark lockup
04One mark across every touchpoint
glu campaign photograph of friends laughing with a Financial Togetherness headline
05Togetherness becomes the brand idea
glu out-of-home advertising, retail environment and digital policy interface
06Colour and scale create public presence
07Digital experience in motion
glu branded cups, a brochure, an overlapping-circle diagram and colourful graphic details
08The system travels from screen to object
glu icon family, branded objects, wayfinding and an office wall graphic
09Modular symbols carry the offer
glu mobile story layouts combining portraiture, typography and graphic circles
10Portraiture meets a flexible graphic language
Two glu tote bags showing monochrome and colourful applications of the identity
11The identity made tangible
A smiling man with a large glu wordmark and colourful circular graphics
12A confident, human visual signature

This working edition uses a deliberately concise project story. Jean’s original image archive remains available in full.

View the original archive

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