Preokret branding

The Preokret team are volunteers, but in their professional lives they are financial experts who have decided to devote their free time to marginalised groups who have problems with financial literacy and financial independence.
Our task was to create a new brand which included creating a name, slogan, visual identity and related promotional materials.
We came up with the idea for the name Preokret (“Turnaround”, as in change) because we wanted one powerful word that immediately encourages action. Considering that the users of Preokret’s services actually have to make their own personal turnaround (“preokret”) in order to move on, that is, bring about a small revolution, a change of direction that will make their lives easier and lead them to the right path in the future, the name simply seemed logical to us. The word Preokret has a positive connotation and contains within itself (in Croatian) the word movement (“pokret”) – the movement by which they make decisions related to the transformation of their own lives. From this we also came up with the slogan whose literal translation is “A plan for a life in the plus, of course in the “financial plus” (meaning “in the black”, i.e. having money and not being in debt). In addition to the slogan, we also developed a creative concept based on symbols for basic mathematical operations (addition, subtraction, multiplication, and division).