Fintonic
Fintonic is a Spanish fintech app with additional offices in Mexico and Chile. Beginning in 2019, we worked in close collaboration with their in-house UX and Product teams to define a set of brand values and bring to life a new and consistent identity.
This digital-first identity was built around a core concept of the liquid, ever-flowing nature of money in constant motion. Fintonic’s app allows users to manage this (and their other finances) as quickly and easily as they’ve come to expect.
Client:
Year:
Fintonic
2022
Fintonic’s logo is a combination of icon and wordmark. The inherent simplicity of the icon (and of app icons in general) meant that we were conscious of the need to always use the two elements together for the introductory launch phase.
The ‘F’ icon was designed with a geometric grid of circles and lines, and based on elements from previous Fintonic logos. This preservation of brand equity was not strictly necessary from an identity point-of-view (Fintonic still had plenty of room to grow and explore completely new directions), but it did allow us to reflect what was intended to be more of a gradual evolution than a complete company overhaul.
A year or so after launch, our aim was to begin pushing the brand equity of the new icon on its own when appropriate. We began with contextual experiences in which the Fintonic brand environment had already been established for the user.
The letter F
Curve & Dot: shapes from the previous Fintonic logo
Cyclical, ever-flowing nature of money
Cerebri Sans is a warm typeface based on early grotesques and geometric sans-serifs. Unlike several other open-source or Google Font alternatives, it comes with all weights, genuine italics, tabular numbers, and diacritical marks needed to set Spanish. Pricing was also a factor: we needed desktop, web and app licensing for 1 million users across 3 territories.
Brand Colors
The chosen color palette is characterized by vibrant and strong tones to stand out from typical banking-sector hues. The above graphic shows their intended proportions of use.
We made a firm stylistic choice to lean heavily on illustration and animation for the rebrand, using both throughout the app and website.
The website (designed by us, and developed by Fintonic) showcases this powerful mix of illustration and animation for the brand.
Illustration style
One of our principal aims for the illustration style was simplicity. The illustrations needed to combine well within the many different components of the app and website. It's a style without too much detail, and one that makes frequent use of forms without lines (except when highlighting or separating certain areas, such as a jersey sleeve on a garment's torso).
Fintonic's characters
The three main colors from the brand palette were chosen to give a minimalist and recognisable look, alongside two grays for background elements. White serves as one additional color, and as the general background for the illustrations.
Anatomically, the characters are proportioned realistically to help solidify the idea that Fintonic is an app for everyday life (personal finances).
New debit cards
Fintonic's entry into the Spanish and Mexican debit card market was an exciting new step in the company's trajectory. Three cards were to be introduced, with scaling tiers: Go, Plus and Premium.
The main brand color was chosen for the first card since it would be the most popular choice by far, with the largest volume of units. Aquamarine was chosen for the Plus to give it a distinctive touch. For the Premium, the brand navy was used to suggest elegance and exclusivity — a concept reinforced with the metallic material.
Whilst planning the brand design for the launch of the cards, we decided on the need for a small studio shoot of 3 photos (one for each card).
We commissioned Las Coleccionistas, a photographer duo based in Barcelona who also specialise in set design. Our aim was for a unique set design that would represent the modern geometric forms of Fintonic, whilst also contrasting this with organic touches of natural elements.
For Fintonic's lifestyle photography, we defined an everyday aesthetic with color and a certain art direction that would play well in compositions with secondary design elements. Natural-looking models were sought, with unforced poses and a positive attitude.
Across the brand design and social media the forms that make up the logo were employed as a layout element, with specific guidelines defining their usage. Used either individually or in a pattern, they could contain color background elements, or masks for photography.
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