FinMate
Brand Identity / Product Concept / Fintech
Saving Money Without the Stress.
A brand and product concept for FinMate, a savings app designed to make money management feel lighter, smarter, and more emotionally intuitive. The work brought together identity, tone of voice, brand expression, and UI direction to shape a fintech experience that feels warm, clear, and quietly motivating. The concept explores whether saving could feel more approachable when the experience is automatic and emotionally rewarding rather than effortful or guilt-driven.
Overview
A fintech concept built to make saving feel less like discipline and more like momentum.
A fintech concept built to make saving feel less like discipline and more like momentum.
A fintech concept built to make saving feel less like discipline and more like momentum.
Industry - Fintech / Consumer App / Personal Finance
Industry - Fintech / Consumer App / Personal Finance
Role - Brand Identity, Product Concept and UI Direction
Role - Brand Identity, Product Concept and UI Direction
Scope - Naming, Identity, Tone of Voice, Brand Expression, UI Direction and Product Flow
Scope - Naming, Identity, Tone of Voice, Brand Expression, UI Direction and Product Flow
Context – Independently developed response to a Factory39 competition brief
Context – Independently developed response to a Factory39 competition brief
Contribution – Independently created the product concept, naming, identity, tone of voice, brand expression and UI direction
Contribution – Independently created the product concept, naming, identity, tone of voice, brand expression and UI direction
Status – Selected and awarded in the Factory39 competition; remained a concept and was not developed into a functioning product
Status – Selected and awarded in the Factory39 competition; remained a concept and was not developed into a functioning product
Timeline - 2025 (Concept Project)
Timeline - 2025 (Concept Project)
The Idea
Money Shouldn’t Feel Like Math Homework
Money Shouldn’t Feel Like Math Homework
Money Shouldn’t Feel Like Math Homework
We save for feelings, not numbers.
We save for feelings, not numbers.
We save for feelings, not numbers.
FinMate begins with a design hypothesis: saving may feel more approachable when the experience is automatic and emotionally rewarding rather than effortful or guilt-driven. This led to a warmer fintech concept that frames saving not as restriction but as quiet progress towards something personally meaningful. The language, brand behaviour and product direction all build from that premise.
FinMate begins with a design hypothesis: saving may feel more approachable when the experience is automatic and emotionally rewarding rather than effortful or guilt-driven. This led to a warmer fintech concept that frames saving not as restriction but as quiet progress towards something personally meaningful. The language, brand behaviour and product direction all build from that premise.
FinMate begins with a design hypothesis: saving may feel more approachable when the experience is automatic and emotionally rewarding rather than effortful or guilt-driven. This led to a warmer fintech concept that frames saving not as restriction but as quiet progress towards something personally meaningful. The language, brand behaviour and product direction all build from that premise.
The Brand
Identity
Identity
Identity
The identity was built to feel clear, friendly, and forward-moving. The symbol combines a FinMate “F” with cues taken from a forward arrow, a growth spine, and a progress graph, giving the brand a mark that feels simple but purposeful.
The identity was built to feel clear, friendly, and forward-moving. The symbol combines a FinMate “F” with cues taken from a forward arrow, a growth spine, and a progress graph, giving the brand a mark that feels simple but purposeful.
The identity was built to feel clear, friendly, and forward-moving. The symbol combines a FinMate “F” with cues taken from a forward arrow, a growth spine, and a progress graph, giving the brand a mark that feels simple but purposeful.
Expression
The brand extends into a brighter and more playful visual world through colour, icon behaviour, badges, pattern, and social expression. It keeps the fintech category from feeling cold, while still staying controlled and digitally clear.
The brand extends into a brighter and more playful visual world through colour, icon behaviour, badges, pattern, and social expression. It keeps the fintech category from feeling cold, while still staying controlled and digitally clear.
The brand extends into a brighter and more playful visual world through colour, icon behaviour, badges, pattern, and social expression. It keeps the fintech category from feeling cold, while still staying controlled and digitally clear.
The Product
MiLo
MiLo
The concept introduces MiLo as the app’s calm, calculating, casually brilliant savings companion. This gives the product a more human interface and helps the experience feel like guidance rather than pressure. The persona language is one of the stronger differentiators in the project.
The concept introduces MiLo as the app’s calm, calculating, casually brilliant savings companion. This gives the product a more human interface and helps the experience feel like guidance rather than pressure. The persona language is one of the stronger differentiators in the project.
The concept introduces MiLo as the app’s calm, calculating, casually brilliant savings companion. This gives the product a more human interface and helps the experience feel like guidance rather than pressure. The persona language is one of the stronger differentiators in the project.
Product Experience
The UI direction carries the same tone into the product itself, using bold contrast, simple navigation, and reward-led interactions to make saving feel active but not stressful. The screen flows show a product designed around goals, cards, chat, transactions, and light gamified moments like cashback spins.
The UI direction carries the same tone into the product itself, using bold contrast, simple navigation, and reward-led interactions to make saving feel active but not stressful. The screen flows show a product designed around goals, cards, chat, transactions, and light gamified moments like cashback spins.
The UI direction carries the same tone into the product itself, using bold contrast, simple navigation, and reward-led interactions to make saving feel active but not stressful. The screen flows show a product designed around goals, cards, chat, transactions, and light gamified moments like cashback spins.
Selected Frame
Additional moment from the concept across brand expression.
Additional moment from the concept across brand expression.
Additional moment from the concept across brand expression.
