Crafting a future-forward brand identity for the Young Leaders in Finance Fellowship
Art Direction Senior Graphic Designer | Wall Street Prep
The Young Leaders in Finance Fellowship (YLF) exists to connect the next generation of ambitious finance students with a global network of opportunity, mentorship, and growth. Designed for civically minded, forward-thinking students YLF prepares participants to lead with integrity, knowledge, and vision in an evolving financial world.
The visual identity mirrors this mission by blending function and modern aesthetics — positioning YLF as both prestigious and future-forward. Education at YLF is more than a journey through subjects and skill-building; it's a launchpad for career growth, industry innovation, and lifelong community. The brand reflects this experience through a system built on clarity, structure, and meaning.
I developed a clean, scalable, and contemporary brand identity rooted in meaningful symbolism. The crest is made of simple, geometric shapes and layered icons—each representing core pillars of the Fellowship: growth, networking, mentorship, knowledge, and community. From the staircase symbolizing career ascension to the arches illustrating support systems, every detail is intentional and narrative-driven.
Color and typography play a vital role in expressing YLF’s energy and credibility. A vibrant, optimistic color palette conveys innovation and future-focused thinking while maintaining a tone of trust and professionalism. The interplay of serif and sans-serif fonts speaks to the blend of tradition and modernity in finance — reflecting how YLF supports students as they move from academia into the dynamic financial industry.
The entire system — logos, icons, illustrations, layouts, and photography — follows a proportional, modular approach. Designed for ease of use and scalability across channels, it provides the flexibility to personalize content by student program or platform while staying visually cohesive. Iconography uses Bauhaus-inspired shapes and a minimalist edge, making the brand approachable, engaging, and distinctly digital-native — ideal for Gen Z audiences.
At its core, the YLF identity is open, dynamic, and built for purpose. It tells a story of empowerment, global connection, and the continuous evolution of financial leadership. It is not just a visual system — it’s a statement of what it means to belong to a fellowship that dares to reimagine what’s possible.
