Profit Plate is a finance business for restaurants with a mission to make money management feel approachable and fresh. The client wanted a brand that was slightly feminine, youthful, and full of personality. I chose colors you wouldn’t normally see in the finance space to let her energy shine, and I created custom illustrations that reinforce her brand identity. I finished with a brand website that brought everything together. The project also included a new slogan, “86 Leaving Money on the Table,” giving the brand a cheeky, confident voice that stands out in a serious industry.