Amana Advisory
Brand Identity & Framework Website Design Case Study
Discover how Visuable helped Amana Advisory establish a distinctive brand presence through a refined brand identity and five-page Squarespace website, bringing clarity, confidence and warmth to its approach to financial leadership.
A more distinctive brand
Clearer service differentiation
A more defined service offering
A more cohesive digital presence
Project Overview
The Client
Amana Advisory provides fractional CFO support and strategic financial guidance for founder-led, service-based businesses. Led by Habiba Afonja, the business helps founders improve financial visibility, strengthen cash flow management and make more informed decisions as they grow. Its approach centres on practical advice, direct partnership and steady financial leadership.
The Challenge
Amana Advisory wanted a visual identity that felt warm, inviting and calm, while remaining modern and professional. With traditional navy blue so closely associated with finance and accounting, the goal was to create a more distinctive visual direction without relying on passing design trends.
The website also needed to communicate the value of three core service offerings clearly, helping potential clients understand how Amana Advisory could support their business at different stages of growth.
Our Approach
Visuable Packages
Visuable combined brand identity design with a five-page framework website to create a cohesive online presence that reflects Amana Advisory’s expertise and relationship-led approach.
What We Delivered
Custom logo design: Created an elegant wordmark that gives Amana Advisory a distinctive, professional identity. The refined typography and deep burgundy colour establish a confident visual presence without relying on traditional financial-sector blue.
Thoughtful colour palette: Established a warm, considered visual direction that balances professionalism with approachability, helping the brand feel welcoming and established.
Typography selection: Used refined typography to reinforce the brand's modern character while keeping the visual identity clear and understated.
Brand identity guidelines: Provided a consistent visual foundation to help maintain the brand's look and feel across its website and future communications.
Five-page website design: Created a structured online presence that introduces the business, communicates its expertise and gives visitors a clear understanding of its financial advisory services.
Service-led content structure: Organised the website around Amana Advisory’s offerings, helping visitors identify the support most relevant to their business and understand the value of working with a dedicated financial partner.
The Results
UX & UI Design Outcomes
The project focused on elevating Amana Advisory’s brand presence, clarifying its services and creating a more cohesive digital experience.
Elevated Brand Presence: A considered visual identity gives Amana Advisory a more distinctive, professional presence that reflects its expertise and builds trust.
Defined Service Offering: A clear, structured presentation of services helps potential clients understand Amana Advisory’s offering and the support available to their business.
Refined Brand Messaging: More focused messaging communicates the brand’s value and approach with greater clarity, creating a stronger connection between its expertise and the needs of its audience.
Cohesive Online Experience: Consistent visual elements and a unified website design bring the brand together, creating a more seamless and recognisable digital presence.
Creative Execution
Impact and Creativity
The Amana Advisory identity demonstrates how a financial brand can feel both authoritative and approachable. The logo uses elegant, elongated letterforms to create a refined, editorial feel, while the deep burgundy colour introduces warmth and distinction. This direction responds directly to the client's desire for a modern identity without following short-lived design trends. Rather than relying on familiar finance-sector visual cues, the branding builds its character through simplicity, considered typography and restrained colour. The result is a visual foundation that reflects the thoughtful, measured nature of the services themselves.
Functionality and User Experience
The website is structured to help visitors understand the business and its services without unnecessary complexity. Its messaging introduces Amana Advisory’s approach to financial leadership before guiding visitors towards the available services and next steps. The homepage establishes the core proposition around financial visibility, practical guidance and confident decision-making. Service descriptions then help visitors distinguish between foundational financial support, ongoing partnership and specialist advisory input. Clear navigation and a consistent page structure support a more straightforward browsing experience, helping prospective clients explore the offering at their own pace.
Branding and Storytelling
The brand's strongest quality is the alignment between its visual identity and its underlying philosophy. Amana Advisory's messaging focuses on clarity, discipline, partnership and stewardship, positioning financial support as an ongoing relationship rather than a one-off transaction. The warm visual direction reinforces this message, helping balance technical expertise with a more personal approach. The website also introduces the founder's experience and motivation, adding a human dimension to the business. Together, these elements communicate a brand that values sound financial management while understanding the people and ambitions behind each business.
Execution and Design Excellence
The project brings together two complementary elements: a distinctive brand identity and a structured five-page website. The logo provides a recognisable visual anchor, while the colour palette and typography establish a consistent design language. Applying these elements across the website helps create a unified experience rather than a collection of disconnected pages. The framework approach provides a practical foundation for presenting the business professionally, with the flexibility to communicate its services and expertise through carefully organised content. The overall direction prioritises longevity, clarity and consistency, giving Amana Advisory a digital presence that feels appropriate to its specialist offering.
Summary
Amana Advisory partnered with Visuable to create a brand identity and website that reflect its calm, considered approach to financial leadership. Through Essential Brand Identity Design and a five-page framework website, the project established a distinctive visual direction, moving away from conventional finance-sector branding towards a warmer and more contemporary expression. The resulting digital presence brings the brand's expertise, services and values together in a cohesive experience. It provides a strong foundation for building brand recognition, communicating value and supporting future business growth.
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