Minimum Viable Branding and UI Design for fin-tech startup Onya

As part of my ongoing practice of my tools and to demonstrate my design capabilities to the agency DAYONE↗, I designed a minimum viable brand and designs for web and app for a fictional fin-tech startup.

DAYONE had already prepared an in-depth briefing, brand strategy and wireframes for a young, agile fin-tech startup called Onya. The target demographic are young professionals between 25 and 35 years old, looking for a trust-worthy, approachable and personalized partner for their long-term finances. The key brand values for Onya were to be trust, integrity, personal and open, supportive and helpful. As such a very warm and friendly identity made perfect sense for me. One that did not match the classic stereotype of a dusty, cold and monolithic investment bank.

I tried to strike a balance between the seriousness, data-driven side and approachable, friendly nature of the brand. This contrast can be seen in the color scheme and the combination of serif and sans-serif fonts. The organic illustration style and rounded language of shapes and buttons helps Onya feel more human and almost playful, anthropomorphizing the world of cold numbers and paralyzingly long-term outlooks and projections.

Visitors of the conversational contact page were classified based on their credentials with medical professionals having a dedicated access with authentication via DocCheck. Depending on the authentication, both general public and medical professionals had access to live agents via the chat interface if the topic got too sensitive or complex, handing the conversation over seamlessly to human agents.

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