Citrus approached us with an incredibly cool product that they couldn't wait to launch - an investing platform built for the everyman. They believe in investing in people over products. We were all in.
The name Citrus is derived from the "Howey case". For the brand symbol, we created an abstract C shape from an inversion of a citrus fruit. The repeated nature of the mark is indicative of inclusivity and wealth-building.
The color palette fully leans into bright citrus tones with a complimentary blue that provides versatility to the expression.
Because Citrus is for everyone, we wanted simplicity and usability to be hallmarks for the identity. We created a standard for the use of single, flat color layouts that place an emphasis on content and directing the user. This also signals to the simplicity of the platform.
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It all starts with observation. OBSV is on a mission to empower minorities and people of color to be the thought-leaders and culture-changers that they are meant to be.
