Fennel

VISUAL IDENTITY

A fresh identity for a platform reshaping how we invest.

Fennel is a trading app that puts transparency and positive impact at the heart of investing. They help users build a portfolio they can be proud of - one that aligns with personal values as much as financial goals. Fennel had a powerful mission and a standout product idea, but needed a visual identity to match.

The logo was born from both product and story. Inspired by the name and its roots in the myth of Prometheus - who stole fire from the gods and hid it inside a fennel seed to bring it safely to humanity

A number of directions were explored before landing on the chosen concept: a fennel seed carrying a subtle flame within. The seed spoke not only to the name’s origin, but to growth, value, and the gains a user might make through investing. Its form gently echoing the upward curve of a stock chart, nodding to performance and potential in a way that felt natural and intuitive.
The Fennel ESG Wheel, designed and developed as a visual report card. The wheel breaks down a company’s environmental, social, and governance (ESG) performance into ten key categories: carbon footprint and green technologies to workforce equity and executive leadership. Each segment is scored from 0 to 100, with an overall ESG score at the centre, offering a clear snapshot of how a company aligns with responsible investing principles. Users can tap into any segment to explore detailed metrics, enabling them to make informed decisions that reflect their values. Whether assessing a single company or an entire portfolio, the ESG Wheel empowers investors to see the bigger picture and invest with confidence.

Initial Concepts

Every concept comes from somewhere. After research, stakeholder interviews, competitor as well as competitive research, we dive in to brainstorm. After exploration, great ideas move forward, this stage of a project is so exciting and rewarding.

Take a look at some of the other concepts created.

"If you've ever had to come up with a logo or led the charge on creating one, you know just how sensitive the work entails. Alex led the brand and identity design for a project where I was the fractional design chief.His enthusiasm and execution helped drive the principles we were still defining at the time.

If there was ever a chance to work together again, I would certainly recommend his skilled hand and creativity to help us achieve more of the same."

‍OSANDI SEKOÚ Sekoú Robinson

Fractional Design Leader
Unlocking the power of brand for the world’s most innovative businesses and trailblazing start ups.

Let's work together!

© Alex Lockey 2025. All rights reserved.