Mobile Design, User Research, Branding, Creative Direction
SumIt Finance
Problem
Our client wanted to create a financial tool tailored to freelancers, solopreneurs, and self-employed professionals—people whose financial lives are complex, variable, and often underserved by traditional platforms. The challenge was twofold: design a tool that clearly communicated value and build a brand that felt both trustworthy and engaging to a creative, independent audience.
Solution
Through user research and co-creation sessions, we identified three key value propositions: seeing the big financial picture, understanding project profitability, and saving smarter. I led the creation of the brand identity—focusing on a bold, friendly visual system with high-contrast greens to signal growth and avoid the stress-inducing aesthetics common in finance. A whimsical illustration style helped make the platform feel human and approachable. With the brand resonating strongly in testing, I developed a suite of marketing materials, tested multiple ad directions, and created short-form explainer videos to introduce SumIt to its target audience. The result was a cohesive, conversion-focused design system that demystified money and helped freelancers feel in control of their financial futures.
Key moments
- Created a cohesive brand system that blended financial precision with an approachable, modern feel, supporting the product’s launch and future scalability.
- Designed the visual identity from the ground up, leading logo development, brand guidelines, and application across key marketing touchpoints.
- Built a modular design system to ensure consistency across product and marketing assets, setting the foundation for growth and user trust.
- Balanced strategic and creative roles, working closely with stakeholders to align the brand’s look, feel, and messaging with business goals and user expectations.
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