Fundr
Brand identity, promotional content, pitch
Fundr aims to provide financial advice to college students, and those stepping into the real world for the first time. Its brand identity is bold, credible, and marketed directly to Gen Z.
Overview
Fundr is a financial planning and budgeting app aimed at people who are entering adulthood or graduating college and need some extra help managing their finances. This project was created in a class for my Entrepreneurship minor. The assignment was to create a High Level Product Specification for a new innovative company that finds and closes a gap in the market.
Challenge
As the sole designer within a team of finance majors, it was important to ensure that the team's strong financial goals were effectively represented through visual design. This role required translating complex financial concepts into a cohesive and impactful visual identity that aligned with the team's objectives.
Approach
Market research revealed that logos for financial institutions are often clean and modern. Fundr had to fit a clean and modern aesthetic in order to achieve financial credibility, but it also had to have a bold edge to it as it targets a younger generaton. Various digital sketches revealed different levels of abstractness.
Approach
Design & Refinements
With only one day to complete the branding portion of this project, the ideation phase happened very efficiently. The final logo works well as a pattern, is bold and authoritative while being credible. The colors orange and blue compliment eachother in an eye catching way, with the blue used to signify trust and innovation. The icon itself provides the look of the letter "F" while also showing an upward movement to suggest growth, whether that be in better budgeting or finances in general. Because this app is focused on Gen Z and those recently entering adulthood, the brand language and imagery targets a technologically focused group by using text bubbles to display information, and "slang" that connects to the generation.
Client Presentation & Outcome
Though the project was not necessarily presented to a client, it had to be promoted in a 90-second verbal elevator pitch as part of the Entrepreneurship course requirements. The pitch's catchy language and upbeat flow made the business more attractive, and the bold visual captivated the sites of those learning about the app for the first time.
