Graphic Design
Brand Identity & Guidelines System
Designed the brand identity, logo system, and visual guidelines for an early-stage fintech startup.
Project Duration :
2023 - 6 weeks
Client :
Venture Moneta
Industry :
Fintech & Digital Assets
Role :
Foundational Brand Designer
Team size :
3 (Co-Founders, Engineering)
Tools :
Figma • Adobe Illustrator • Vector Grid Frameworks
Context
Moneta was a collaborative, zero-to-one fintech startup. As the foundational designer, my job was to turn a rough software concept into a complete brand.
The startup didn't end up launching, but I built the entire visual framework to scale across our web platforms, decks, and product mockups.
Challenge
Fintech startups have to look highly secure and established from day one. I had to build an enterprise-grade identity that also remained flexible enough for a fast-pivoting team.
The main hurdles were:
Establishing a clean, minimalist typography system.
Creating clean presentation templates that stayed highly readable.
Defining strict margin and padding rules so layout alignments stayed perfect on any screen.
Structuring high-contrast color pairs to keep dashboards readable in different lighting.
Open Figma Prototype
System
I created a comprehensive corporate brand book to serve as a single source of truth for the engineers and product team.
Instead of a dry list of graphic assets, I built a rigid framework:
Color & UI Tokens: A deep midnight blue base paired with sharp, high-contrast accent highlights.
Invisible Margins: Defined strict proportional safety zones around the logo to protect visual balance.
Typography: Neutral, highly legible sans-serif type scales optimized for dense product data.
Logo Variations: Clear rules on color pairings and background contrasts to prevent team members from stretching or misusing the assets.
Outcome
Even though the venture didn't launch, the brand system solved our biggest internal friction: design speed. By shipping a complete visual rulebook on day one, we eliminated layout guesswork and gave the team a polished, investor-ready brand from the start.
More Projects
Graphic Design
Brand Identity & Guidelines System
Designed the brand identity, logo system, and visual guidelines for an early-stage fintech startup.
Project Duration :
2023 - 6 weeks
Client :
Venture Moneta
Industry :
Fintech & Digital Assets
Role :
Foundational Brand Designer
Team size :
3 (Co-Founders, Engineering)
Tools :
Figma • Adobe Illustrator • Vector Grid Frameworks
Context
Moneta was a collaborative, zero-to-one fintech startup. As the foundational designer, my job was to turn a rough software concept into a complete brand.
The startup didn't end up launching, but I built the entire visual framework to scale across our web platforms, decks, and product mockups.
Challenge
Fintech startups have to look highly secure and established from day one. I had to build an enterprise-grade identity that also remained flexible enough for a fast-pivoting team.
The main hurdles were:
Establishing a clean, minimalist typography system.
Creating clean presentation templates that stayed highly readable.
Defining strict margin and padding rules so layout alignments stayed perfect on any screen.
Structuring high-contrast color pairs to keep dashboards readable in different lighting.
Open Figma Prototype
System
I created a comprehensive corporate brand book to serve as a single source of truth for the engineers and product team.
Instead of a dry list of graphic assets, I built a rigid framework:
Color & UI Tokens: A deep midnight blue base paired with sharp, high-contrast accent highlights.
Invisible Margins: Defined strict proportional safety zones around the logo to protect visual balance.
Typography: Neutral, highly legible sans-serif type scales optimized for dense product data.
Logo Variations: Clear rules on color pairings and background contrasts to prevent team members from stretching or misusing the assets.
Outcome
Even though the venture didn't launch, the brand system solved our biggest internal friction: design speed. By shipping a complete visual rulebook on day one, we eliminated layout guesswork and gave the team a polished, investor-ready brand from the start.
More Projects
Graphic Design
Brand Identity & Guidelines System
Designed the brand identity, logo system, and visual guidelines for an early-stage fintech startup.
Project Duration :
2023 - 6 weeks
Client :
Venture Moneta
Industry :
Fintech & Digital Assets
Role :
Foundational Brand Designer
Team size :
3 (Co-Founders, Engineering)
Tools :
Figma • Adobe Illustrator • Vector Grid Frameworks
Context
Moneta was a collaborative, zero-to-one fintech startup. As the foundational designer, my job was to turn a rough software concept into a complete brand.
The startup didn't end up launching, but I built the entire visual framework to scale across our web platforms, decks, and product mockups.
Challenge
Fintech startups have to look highly secure and established from day one. I had to build an enterprise-grade identity that also remained flexible enough for a fast-pivoting team.
The main hurdles were:
Establishing a clean, minimalist typography system.
Creating clean presentation templates that stayed highly readable.
Defining strict margin and padding rules so layout alignments stayed perfect on any screen.
Structuring high-contrast color pairs to keep dashboards readable in different lighting.
Open Figma Prototype
System
I created a comprehensive corporate brand book to serve as a single source of truth for the engineers and product team.
Instead of a dry list of graphic assets, I built a rigid framework:
Color & UI Tokens: A deep midnight blue base paired with sharp, high-contrast accent highlights.
Invisible Margins: Defined strict proportional safety zones around the logo to protect visual balance.
Typography: Neutral, highly legible sans-serif type scales optimized for dense product data.
Logo Variations: Clear rules on color pairings and background contrasts to prevent team members from stretching or misusing the assets.
Outcome
Even though the venture didn't launch, the brand system solved our biggest internal friction: design speed. By shipping a complete visual rulebook on day one, we eliminated layout guesswork and gave the team a polished, investor-ready brand from the start.