About the Project
Jifiti is a global fintech leader in Embedded Lending, helping some of the world’s biggest banks and retailers offer smart financing solutions. As their brand designer, I took charge of the entire visual strategy and rebranding process from scratch - all the way from redefining their brand values to building a fresh graphic language and a complete Brand Book.
The Challenge & Objective
The main challenge was taking Jifiti from a young, fragmented startup look to a mature, high-end Corporate brand. The goal? Wrapping a super complex tech product in a visual identity that feels incredibly reliable but stays warm, accessible, and human-centric, keeping everything completely consistent across all brand touchpoints.
Brand DNA & Values
I led the process of reshaping our core values:
Human-centricity, Accountability, Market-Leadership, Friendly, and Simplicity.
I then translated these into a rock-solid Brand Book that served as our visual north star for everything we created.
Human-centricity, Accountability, Market-Leadership, Friendly, and Simplicity.
I then translated these into a rock-solid Brand Book that served as our visual north star for everything we created.
Color Palette Strategy
The brand is anchored in black and deep navy blue to represent the secure, serious world of banking and finance. To inject that tech-company "fun" and energy into this corporate space, I brought in three strategic accent colors:
Turquoise for tech innovation, Vibrant Pink (mostly for CTAs) to pack a visual punch, and Yellow for a warm pop of color that perfectly balances the dark tones.
Turquoise for tech innovation, Vibrant Pink (mostly for CTAs) to pack a visual punch, and Yellow for a warm pop of color that perfectly balances the dark tones.
Visual Language Evolution
We ditched the immature startup aesthetic and moved toward a warm, professional, and highly communicative language. Instead of cold, industrial tech visuals, we introduced human-centric elements that make complex financial concepts simple and easy to digest.
Scalable Infrastructure
I built a flexible Design System and asset library from the ground up. This empowered our marketing team and stakeholders from all departments to easily create high-end assets and presentations on the fly, while always staying on-brand.
