ROLE: CREATIVE DIRECTOR
BRANDING | WEB UI/UX | ILLUSTRATION | ICONOGRAPHY
COMPANY SIZE: 3 | INDUSTRY: FINANCE | YEAR: 2016
WeFinance is a company helping their users crowdfund loans that benefit both the borrowers and lenders. Users can reach their financial goals by requesting pledges from their friends, family, and from WeFinance’s own community circle. This need to connect coupled with the social nature of the company is what inspired the re-brand. Our audience is mostly students between the ages of 18-34, we needed to make sure our brand is appealing enough to get them excited about using our services. Strategically our goals were to: (i) position WeFinance as a friendly and social fintech company, but keep it balanced. We want our users to also see us as a reliable brand (ii) create a sense of community among the users
Each circle on our logo represents communities you belong in: your circle of friends, family, and WeFinance.
ILLUSTRATION & ICONOGRAPHY
In order to balance the friendly style of our illustrations and iconography, I choose to go with a 2-tone color palette and linear style.
After developing our brand elements, we were able to create solid Brand Guidelines.This document helps us understand our overall design vision and visual language. This will ensure cohesiveness when createing additional design and marketing material.
Our primary goal for the website was to create a website with enough information for users and users within their circle to feel comfortable, confident and safe using our services. Using our new Brand Guidelines and with the help of our Marketing and Growth team we were able to create a website that was easy and simple to navigate.
©2017 Anna Salazar. All rights reserved.