Guava
Branding & Illustration
Guava is an investment platform built to get capital to Black-owned small businesses. I partnered with Guava’s team to develop their brand and illustration style. Through the illustration style, we strove to convey the message, “This is the world that Guava creates”. We went for a post-Covid roaring twenties vibe where the streets are once again full and people are heading to work; collaborating, innovating, ideating. Guava’s primary demographic is boomer-aged investors from coastal urban hubs. I went with a New Yorker Magazine vibe to appeal to this audience.
Illustration
ICONOGRAPHY
LOGO
Guava’s logo is a simple sans serif font with a decorative, custom “g” character. The simplicity conveys a feeling of trustworthiness, an essential draw for Guava’s two main groups of users - investors and business owners. The playful flips within the typography soften the logo, making it feel neighborly; Guava’s mission is to support black small business owners in building vibrant local communities.
