Description
Finternet is a unified financial infrastructure that does for finance what the internet did for information. We branded and positioned Finternet around one key insight: the financial world feels cumbersome & daunting. People wanted greater ownership of their financial journeys. Being a foundation working in sync with the governments & tech startups, the brand needed to walk a fine line, it needed to feel trustworthy yet imaginative, technical yet simple. Drawing from centuries of cartography, maps, pathways and interchanges we created a visual language that was simple yet inspiring. Our dynamic & fluid identity systems created foundational blocks, much like the infrastructure they represent, that could be easily contextualised across teams & geographies. Our dynamic motion language used acceleration, warping & shifts in perspective to create a sense of continuous movement. As routes reached the edges, their speed & intensity heightened, making Finternet feel alive and always in motion.
