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Figures

AI-POWERED ACCOUNTING

Branding + Digital

/

2023

/

venture

Figures

AI-POWERED ACCOUNTING

Branding + Digital

/

2023

/

venture

Figures

AI-POWERED ACCOUNTING

Branding + Digital

2023

/

venture

Laptop displaying Figures' homepage, stating 'Your Future-Focused Accounting Partner', with a background of surrealist imagery to reflect their innovative AI-driven accounting services.
Laptop displaying Figures' homepage, stating 'Your Future-Focused Accounting Partner', with a background of surrealist imagery to reflect their innovative AI-driven accounting services.
Laptop displaying Figures' homepage, stating 'Your Future-Focused Accounting Partner', with a background of surrealist imagery to reflect their innovative AI-driven accounting services.
Laptop displaying Figures' homepage, stating 'Your Future-Focused Accounting Partner', with a background of surrealist imagery to reflect their innovative AI-driven accounting services.

overview

Figures is a tech-driven accounting firm that transforms how businesses handle their finances through an intuitive AI-powered platform. To assist with their relaunch, we defined their brand strategy, developed a new company name and produced a compelling visual identity and website.

overview

Figures is a tech-driven accounting firm that transforms how businesses handle their finances through an intuitive AI-powered platform. To assist with their relaunch, we defined their brand strategy, developed a new company name and produced a compelling visual identity and website.

Deliverables

– Naming

– Brand Strategy

– Brand Identity

– Website

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.

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.

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.

Surrealist imagery of a woman facing a steep cliff, surrounded by metal balls. Symbolising Figures’ goals on being an innovative partner when facing complex tasks.
Surrealist imagery of a woman facing a steep cliff, surrounded by metal balls. Symbolising Figures’ goals on being an innovative partner when facing complex tasks.

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.

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.

A grainy grayscale photo of two intertwined hands featuring a white Figures logo on top.
A grainy grayscale photo of two intertwined hands featuring a white Figures logo on top.

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.

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.

Three promotional posters for Figures, each highlighting aspects of their AI-driven accounting services: accessibility, solid foundations, and financial clarity, paired with symbolic surrealist imagery.
Three promotional posters for Figures, each highlighting aspects of their AI-driven accounting services: accessibility, solid foundations, and financial clarity, paired with symbolic surrealist imagery.
Surrealist portrait in monochrome, echoing the human and historical aspects of traditional accounting@
Surrealist portrait in monochrome, echoing the human and historical aspects of traditional accounting@

Surrealist imagery using texture and depth adds a layer of authenticity and intrigue to the identity.

Surrealist imagery using texture and depth adds a layer of authenticity and intrigue to the identity.

Neon yellow backdrop showcasing the black silhouette of the Figures logo, a modern take on ancient clay accounting tokens, symbolizing the fusion of tradition with a tech-forward approach.

The logo symbol references the historical use of clay tokens and beads in accounting, resulting in a stacked form that represents stability and simplicity.

The logo symbol references the historical use of clay tokens and beads in accounting, resulting in a stacked form that represents stability and simplicity.

Figure Forum event branding, showcasing the Figures’ brand elements in a slightly different setting whilst still keeping their distinct graphic language intact.
Figure Forum event branding, showcasing the Figures’ brand elements in a slightly different setting whilst still keeping their distinct graphic language intact.
Screen showcasing Figures' slogan 'AI-POWERED ACCOUNTING AT YOUR FINGERTIPS', emphasizing the accessibility and technological edge of their financial services.
Screen showcasing Figures' slogan 'AI-POWERED ACCOUNTING AT YOUR FINGERTIPS', emphasizing the accessibility and technological edge of their financial services.

Impactful hero typography embodies a utilitarian and futuristic aesthetic, with subtle details reminiscent of analogue production and printing techniques.

Impactful hero typography embodies a utilitarian and futuristic aesthetic, with subtle details reminiscent of analogue production and printing techniques.

Tote bag illuminated by natural light, bearing the Figures logo, represents a simplified merger of traditional accounting symbols with a contemporary design aesthetic.
Tote bag illuminated by natural light, bearing the Figures logo, represents a simplified merger of traditional accounting symbols with a contemporary design aesthetic.
Figures business cards with bold branding on textured background, showcasing their CEO's contact information and the company's minimalist design philosophy.
Figures business cards with bold branding on textured background, showcasing their CEO's contact information and the company's minimalist design philosophy.

The wordmark balances friendliness, personality and geometric rigidity in a clean and contemporary form.

The wordmark balances friendliness, personality and geometric rigidity in a clean and contemporary form.

A set of 28 white, minimalistic custom designed line illustrations on a black background.
A set of 28 white, minimalistic custom designed line illustrations on a black background.

Brand illustrations play on the concept of figures as diagrams to represent various services and offerings.

Brand illustrations play on the concept of figures as diagrams to represent various services and offerings.

Brochure from Figures with a neon yellow cover, emphasizing clarity in financial details, reflecting their digital-first approach and commitment to simplifying complex financial tasks.
Brochure from Figures with a neon yellow cover, emphasizing clarity in financial details, reflecting their digital-first approach and commitment to simplifying complex financial tasks.

Rounded frame devices referencing ancient clay tablets are used to contain key elements and information.

Rounded frame devices referencing ancient clay tablets are used to contain key elements and information.

Tote bag in natural light and setting, bearing the statement ‘Beyond Numbers, Beyond Expectations’, symbolising their future focused approach.
Tote bag in natural light and setting, bearing the statement ‘Beyond Numbers, Beyond Expectations’, symbolising their future focused approach.
Promotional material from Figures tilted on a surface, with the statement 'BEYOND NUMBERS BEYOND EXPECTATIONS', indicating their commitment to surpassing traditional accounting services.
Promotional material from Figures tilted on a surface, with the statement 'BEYOND NUMBERS BEYOND EXPECTATIONS', indicating their commitment to surpassing traditional accounting services.

A calming greyscale palette shows restraint and sophistication, a distinct neon yellow accent adds a sense of optimism, youthfulness and energy.

A calming greyscale palette shows restraint and sophistication, a distinct neon yellow accent adds a sense of optimism, youthfulness and energy.

Greyscale imagery showcasing two females with their back against the camera, holding hands and looking towards the light.
Greyscale imagery showcasing two females with their back against the camera, holding hands and looking towards the light.

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.

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.

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.

Triptych digital display of Figures' AI-powered accounting services, showing abstract and surrealist visuals with themes of human history and digital evolution.
Triptych digital display of Figures' AI-powered accounting services, showing abstract and surrealist visuals with themes of human history and digital evolution.

Cards are used throughout the UI to clearly define blocks of content and to mirror rounded frame elements used throughout the identity.

Cards are used throughout the UI to clearly define blocks of content and to mirror rounded frame elements used throughout the identity.

Mobile phone displaying Figures' website with a headline 'Transforming Accounting for Tomorrow,' showcasing their innovative approach to combining technology and accounting.
Mobile phone displaying Figures' website with a headline 'Transforming Accounting for Tomorrow,' showcasing their innovative approach to combining technology and accounting.

A subtle colour palette creates a sense of calm and clarity in a world of digital noise

A subtle colour palette creates a sense of calm and clarity in a world of digital noise

Laptop screen presenting Figures' digital accounting and payroll services, emphasizing advanced technology and industry knowledge with a symbolic hand reaching towards the sky.
Laptop screen presenting Figures' digital accounting and payroll services, emphasizing advanced technology and industry knowledge with a symbolic hand reaching towards the sky.
Triptych digital display of Figures' AI-powered accounting services, showing abstract and surrealist visuals with themes of human history and digital evolution.

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