INFO THE BACKGROUND Lucia Murgia is an Italian academic and lecturer based in the United Kingdom. With a background in the finance industry, she later transitioned into academia, where she has established herself as a published researcher, author, lecturer, and consultant. THE GOAL The aim was to create a visual identity that not only represented the ever-changing landscape of financial academia but also reinforced Lucia Murgia’s expertise and influence in the field. The branding needed to be both professional and adaptable, aligning with the fluid nature of research and analysis. THE SOLUTION A bespoke logo marque and wordmark were designed to subtly reference the fluctuations of the stock market while simultaneously incorporating the client’s initials. The shape and movement of the logo symbolize the shifting nature of academic research, creating a brand identity that is both meaningful and visually striking.