Functional Finance came to us with a well established product, but not much of a brand. We allowed for the existing elements of the product to guide our representation of the nuts and bolts of the company, but layered on top of that a grown-up, financial-institution-type of aesthetic. With a light and airy color palette, paired with a bold, serif display font, we were able to generate a look and feel that inspires trust and credibility.
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When it came to representing the product on the marketing website, we developed a system that both accurately represents how the product works, while at the same time, abstracting it so that it portrays meaning quickly.
