Challenge
From large established accounting houses to smaller independent operators, the financial services sector is an increasingly competitive space. How could we assist this Norwegian fintech to relaunch its offering and claim its position as a future-focused accounting business that is both innovative and trustworthy?
With a project timeline of just three weeks, we had several challenges to overcome. Their existing name felt more suited to a loan company, adding confusion for new clients and prospective partners. A generic and fragmented brand identity lacked any distinctive qualities, failing to support their desired positioning and ambitions. While they wanted to make financial tasks feel simple and even enjoyable for customers, the nature of accounting requires a degree of seriousness to maintain trust and professionalism.
SOLUTION
We armed Figures with a simple and memorable name, supported by a flexible and holistic identity system that blended elements of the past, present and future to acheive its own unique aesthetic. Leaning into historical reference points, the brand concept highlights the convergence of technology and human brilliance as yet another cognitive leap for mankind in the field of finance. The result was a dynamic and approachable identity that could confidently present a professional, trustworthy and human-centric fintech to the customer of tomorrow.
STRATEGY & NAMING
The name Figures captures the essence of accounting due to its direct reference to a financial context relating to numbers and mathematic calculations. The name also refers to the outline, form, or silhouette of an object, which is further explored and communicated through various graphic elements and treatments in the identity.
Brand Identity
The identity is built around the notion of figures as diagrams and silhouettes, combined with references from ancient accounting practices and utilitarian design cues. Fusing future-forward aesthetics with sophisticated minimalism, the identity uses visually striking imagery to inject a human and historical element to offset the artificial nature of the technology space.
Digital
A comprehensive website was designed to showcase the various financial services and products offered by Figures. Built in Framer with CMS functionality, the site received top Lighthouse performance scores and features a unique menu navigation design and subtle animations and interactions to enhance the overall brand experience.
