We found that where many fintech companies aim to be welcoming and inclusive, regardless of company size, the fine print revealed steep minimum revenues. We positioned the company as the antidote to fintech competitors that appear inclusive, but focus on serving classic tech founders rather than self-employed individuals, freelancers, entrepreneurs and small businesses.
To realize this, we worked on the brand’s logo and guidelines, mapping colour schemes and visuals of competitors to identify their commonalities and differences, and used symbolism to connect to the category and their value proposition.
We chose purple as a standout to the traditional banking colors of green, blue, and red, and the neo-bank colors of orange, black, and white.
The logo was inspired by historical Greek and Roman pillars used to support and uplift while also alluding to the entrepreneurial journey and idea of collaboration needed to succeed.