Transforming how finance tech worksIn Portugal, the visionary startup Voices was poised to redefine finance through voice-activated transactions. Their primary focus: payments, local and international, and accessible savings for individuals aged 25 to 35. With these ambitions, they embarked on a journey to establish a comprehensive brand strategy and visual identity.
Their mission was clear: to eliminate financial stress, infusing every product with the power to make work easier, wherever and however you work. The resulting brand was a bold unification of their product, maintaining a unique character through distinct colors, illustrative lines and captivating photography. A dynamic rotation concept symbolized flexibility, forward progress, and perpetual evolution, echoing throughout their brand's identity, from typography to visual storytelling.
ROLECreative DirectionCHANNEL(S)
SECTORFintech ROLECreative DirectionCHANNEL(S)
UI/UX, Social Media, Print Design, WebsiteWORK Brand Strategy, Visual IdentityCreative DirectionCHANNEL(S)
Crafting a financial revolutionAt its core, there lies a clear purpose - to make financial tasks effortless and revolutionise voice-activated transactions (brand heart). The vision is to reshape personal banking for greater speed, simplicity, and convenience, with a mission to bridge human voices and financial services, making life easier, grounded in values like trustworthiness, boldness, playfulness, humbleness, and unpretentiousness. Personality is defined as uplifting, empowering, inviting, and personal, with a voice that is direct, easy-going, smart, and always playful (brand messaging).
Lastly, (visual identity) is designed to evolve with flexibility, offer a comprehensive toolkit, and ensure intuitive cohesion with a focus on Logo, Typography, Colors, and Imagery.In this ever-changing financial landscape, the journey is guided by accessible design systems and digital marketing excellence. Voices is here to redefine financial ease and accessibility in Portugal.
(WHAT I DID)
Brand Audit
Market Research
Purpose and Vision Language
Strategic Narrative
Key Messages
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Where every element is a chapter in a compelling storyThe logotype, a symbol of simplicity and strength, encapsulates our innovation, embodying 'voice control,' empowering effortless financial management. It speaks of 'peer-to-peer transactions,' forging direct connections, and 'interconnection,' uniting individuals through financial ease.
Typography, our silent narrator, is expressed through Poppins. With four distinct weights, it guides our narrative, from bold headlines to graceful disclaimers, carrying the Voices' story forward.
A color palette that is a symphony of emotions, with 'Cool colors' – serene green, tranquil blue, and regal purple – offer a soothing experience, and 'happy colors' – gentle peach, warm light yellow, and soothing lilac – infuse positivity.
Lastly, the imagery captures our narrative, featuring our audience, reflecting the positivity and simplicity we bring to financial interactions.
(WHAT I DID)
Vision Boards
Logo System
Type, Color, Grid System
Art Direction
Brand Guidelines
ROLECreative DirectionCHANNEL(S)
Raising brand awareness through powerful visual identityTo advance Voices' mission of simplifying financial interactions and bridging the gap between human voice and financial services, I embarked on a comprehensive activation campaign. The campaign's core objective was to raise brand awareness, ensuring that our target audience understood the benefits and unique selling points of Voices. From social media content to OOH or display advertising, the activation campaign had a holistic visual approach, utilising design elements from its visual identity to format it in multiple channels.
(WHAT I DID)
Campaign Concept & Copy
Web & App Designs
Corporate Merchandise
Social StrategyROLECreative DirectionCHANNEL(S)
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