Have You Noticed? We've Changed…
Financial management is usually as challenging as it is crucial for a company's routine.
During the rebranding process last year, we needed to analyze the nuances of our product and position, and review how to achieve our mission of bringing relief to entrepreneurs. If we want to build a brand destined to remove the weight out of unnecessary dull tasks, providing a simple and intuitive experience is indispensable.
A Visual Identity That Represents Simplicity: a Breath of Fresh Air
We started by auditing what worked and what did not about our previous identity. We discussed, brainstormed, and workshopped to polish our brand strategy.
It became clear that we wanted to maintain our signature sandy colour as a base, paired with white. We retained it, infused it with more light, and added a bold accent color to create our signature look. The result is a warm feeling of comfort.
In addition to sand, our palette includes vibrant complementary colours that create dynamism and allow greater flexibility in how we communicate through our brand. This palette, particularly when used in conjunction with our logo, is crucial for being easily recognizable for everyone: from users who find our app in their web browsers to prospects who recognize us wherever they see Friday Finance content.
For our new logo, we looked for an easily recognizable symbol and a simple typeface. We wanted it to evoke progress, movement and growth. This is underpinned by every decision taken in its development. The new figure is fresh and inspirational - just like our product's approach to financial management.
Our typography, art direction, and photography have also undergone a total facelift, growing our previous product-centric illustrations and combining them with curated photography of our customers.
How Did the Rebranding Impact the App?
Ultimately, Friday Finance embodies relief, and it was essential to see this mission, which guided our new branding choices, be reflected in the platform as well.
The most significant changes are aesthetic, and their effects are immediately noticeable. Reading numbers is naturally hard, and while our previous format resulted in newspaper-like outputs, the new app interface delivers a high-contrast emphasis to show the most critical information as clearly as possible.
The search for intelligent insight illumination continues throughout the platform: categories are now labelled with this lighter palette, making it easier for our customers to read and understand their insights.
Finally, we switched to a Google font, Inter, which is ideal for digital platforms and does not lose quality on different screen sizes. We also rounded corners in our visual resources and CTAs to make them friendlier and better to read.
What's Next for the Friday Finance Brand?
We met – and often outperformed – the standards set by other cutting-edge fintech products with Friday Finance's navigation and visuals. The new branding makes us look how we feel: upgraded and ready for the big stage.
In the near future, we will further deepen our relationship with our customers by better understanding their frustrations with finance. On the brand side, this is a two-folded enterprise:
- On the one hand, we want to bring our users closer by listening to their testimonials, studying and publishing how they win in our software, and utilizing their photography in our assets. Their success is our success, and vice-versa, so it's important to us that we use our platform to showcase this.
- On the other hand, we will continue to consciously and intentionally grow our brand identity. We want to be recognized as a trusted partner for those who wish to navigate their finances in the simplest way possible.