FinTech
Corporate Brand Identity Design & Brand Storytelling
Corporate Brand Identity Design
Created by Grace, this new brand identity for a financial tech company was inspired by the Lexus Hybrid Zero concept.
New Brand Identity, Branding
0-to-1 Product Launch: Led rebranding for the successful launch of a fintech app, from concept to market entry.
Expertise
Brand Identity Design, Visual Storytelling, Strategic Branding, Brand Marketing, Persona Development & Market Research, 0-to-1 Product Launch
Role
Grace Cheng: Applied cross-industry insights from automotive to finance to develop innovative brand identity and strategic branding solutions.
ZERO
Grace was inspired by Lexus’s Hybrid Zero concept while working on the brand’s creative direction for the Seoul International Motor Show project.
ZERO
Then Grace applied inspiration in creative brand identity and branding for a fintech company with the concept of:
"zero hassle" (hassle-free),
"zero effort" (easy to use),
"zero delay" (fast approval of finance applications without delays).
Objective
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Brand identity that reflects innovative technology while integrating artistic and creative elements, highlighting a vision of a hassle-free product and service designed for customers through technology and innovation.
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The branding emphasises the product as innovative, fast, and tech-focused, while also being user-friendly, hassle-free, and convenient: "ZERO".
Solution
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Brand Identity Design: Developed a cohesive and compelling brand identity aligned with product values and user experience.
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Visual Storytelling: Crafted narratives through design elements to communicate brand ethos and product purpose.
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Strategic Branding & Brand Marketing: Executed branding strategies that integrate positioning, messaging, and market differentiation.
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Persona Development & Market Research: Conducted user research and developed customer personas to inform design and marketing decisions.
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0-to-1 Product Launch: Led rebranding efforts to support the successful launch of a fintech app, from concept to market entry.
Storytelling
Takeaways
Cultivate multi-dimensional thinking
Bridged multi-dimensional insights from the automotive industry to fintech, delivering creative brand identity and branding.
Skills & Tools
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Mind Mapping
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Sketchnoting
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Brand Naming
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Unique Selling Proposition (USP)
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UX/UI Design
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Persona Development
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Market Research
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Marketing Strategy
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Strategic Planning
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Visual Storytelling
Alignment Between Brand and Hero Product
Frame the problem clearly
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Start by identifying the specific user or business problem.
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Reference supporting data points or patterns from past research or performance metrics.
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Focus on root causes and pain points.
Explain why it matters
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Highlight why the problem is important and urgent to solve.
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Tie it why: user impact and business goals.
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Make the stakes clear.
Introduce the concept thoughtfully
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Position it as a targeted response to the identified problem.
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Explain what’s new about the design and how it addresses the core issue.
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Show how it builds on previous findings while introducing new logic, patterns, or interaction models.
Show the expected impact
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Describe how the design will change user behaviour, simplify experience, and improve satisfaction, purchase intention, eventially product conver.
Define a measurement framework
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Lay out how success will be measured using quantitative metrics and qualitative metrics.
Strategic alignment
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Tie the new design back to the overall product vision or brand promise.
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Reinforce how it's built to improve performance, drive results, and enhance user experience in measurable ways.