Freda Capital is built on the principles of peace, strength, and guidance—values that stem from the name of founder Lisa Hooey’s grandmother. As a boutique financial consultancy in Toronto, the firm provides clients with clarity and direction in an ever-changing financial landscape. To reflect this mission, we developed a brand identity centered around the dove, a universal symbol of tranquility and resilience. The visual design conveys a sense of trust and stability while maintaining a contemporary, sophisticated aesthetic. With this thoughtful approach, Freda Capital’s branding reinforces its role as a steady and reliable partner in financial growth.