BrandingBrand identitybrand guidelines

A fintech brand identity built to earn trust at first glance

Funding Vault needed an identity that made a finance company look careful and credible at first glance. We delivered the brand system and the guidelines to use it.

Client: Funding Vault
Industry: Finance and fintech
Services: Brand identity, brand guidelines

The brief

In finance, trust is the product

Funding Vault is a fintech business. Finance customers read every visual cue as a signal of how carefully their money will be handled, so the identity had to look disciplined, clear and trustworthy across marketing and product.

In fintech the brand is part of the risk assessment. A clear mark, a restrained palette and legible type tell customers the company sweats the details. That is the same standard we apply to every small business branding project.

How we did it

Decisions first, then design

We settle positioning before drawing anything, so design rounds are about fit, not taste.

Step 01

Kickoff

Agreed the audience, the positioning and what the brand must signal.

Step 02

Directions

Explored mark and wordmark options.

Step 03

System

Built colour, type and graphic language around the chosen mark.

Step 04

Guidelines

Documented usage across marketing and product.

What we delivered

A mark, palette and type system tested where fintech brands live

Small icons, dense screens and documents. Everything is documented so a printer, developer or designer can produce on-brand work without asking.

Funding Vault business cards in the new identity

Funding Vault identity in a mobile app on a phone

Primary logo and variations
Colour palette
Typography system
Brand guidelines
Final files for every format

Results

A complete identity, ready to use

Funding Vault received its full identity and guidelines, ready for its website, product screens and marketing. If the next step is a site, our small business website design service builds straight from the brand book.

Questions

Questions about projects like Funding Vault

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How do you build trust into a fintech brand?

Through restraint and consistency. Finance customers read sloppiness as risk, so the identity needs a clear mark, a disciplined palette and type that stays legible in dense product screens and legal copy. The guidelines then keep every touchpoint looking like it came from the same careful company.

What is included in brand guidelines?

The logo and its variations, clear space and minimum sizes, the colour palette with print and screen values, a type hierarchy and real applications. A printer, developer or designer should be able to produce on-brand work from the guidelines without asking.

Can the brand work inside our product, not just marketing?

It should. We test the logo, colour and type in interface contexts such as small icons, dark mode and data tables, not only on a cover page. A fintech brand that only works on a billboard falls apart the first time it appears next to a balance figure.