About Basic Capital
Basic Capital is the first ever ‘Buy Now Pay Later’ system for retirement, so that everyone can have the chance to build wealth regardless of how much they’re able to save every month. Basic Capital’s mission is to unlock capital ownership for all.
Logomark
Think of the cursor as your first move - that blinking line that says "start here." It's like a friendly reminder that you don't need a big pile of cash to kick off your retirement savings. Just like how you click to start typing, it's that simple first click that gets your future money growing. It's our way of saying "hey, anyone can jump in right now."
Brand Character
Think of Basic Capital as that really sharp friend who's always ahead of the curve. They're confident but never cocky, and they've got this gift for explaining complicated stuff in a way that just clicks. While they're definitely the smartest person in the room, they never make you feel dumb - they're genuinely interested in hearing what you have to say.
History figures
Here's what we came up with: a set of eye-catching illustrations that brings together movers and shakers from history. We're using these faces to tell Basic Capital's story, showing how we fit into the bigger picture of finance and where we're headed.
And that's a wrap — thanks for diving in!
Design: Tatiana Leontieva
Art Direction: Anastasia Sycheva
Photos: @deathtostock
Fonts: FK Grotesk, General Sans
Client: Basic Capital, New York
feelystudio.com
