FINMATE
FINMATE
FINMATE
Brand Identity & Product Concept · 2025
Brand Identity & Product Concept · 2025
Brand Identity & Product Concept · 2025
ROLE
ROLE
ROLE
BRAND IDENTITY
PRODUCT CONCEPT
BRAND IDENTITY
BRAND IDENTITY
PRODUCT CONCEPT
PRODUCT CONCEPT
TONE OF VOICE
TONE OF VOICE
TONE OF VOICE
UI DIRECTION
UI DIRECTION
UI DIRECTION
YEAR
YEAR
YEAR
2025
2025
2025
INTRODUCTION
INTRODUCTION
INTRODUCTION
FinMate is a brand and product concept that makes saving feel approachable, personal and quietly motivating. I independently developed the naming, identity, tone of voice and UI direction, bringing them together around a simple idea: small savings can support the experiences people care about.
FinMate is a brand and product concept that makes saving feel approachable, personal and quietly motivating. I independently developed the naming, identity, tone of voice and UI direction, bringing them together around a simple idea: small savings can support the experiences people care about.
FinMate is a brand and product concept that makes saving feel approachable, personal and quietly motivating. I independently developed the naming, identity, tone of voice and UI direction, bringing them together around a simple idea: small savings can support the experiences people care about.
CONTEXT
CONTEXT
CONTEXT
Developed as a case study for Factory39, FinMate explores how automatic saving and encouraging feedback could make money management feel more approachable. I created the naming, identity, tone of voice and UI direction, connecting a friendly visual system with MiLo, a savings companion designed to guide users towards personal goals.
Developed as a case study for Factory39, FinMate explores how automatic saving and encouraging feedback could make money management feel more approachable. I created the naming, identity, tone of voice and UI direction, connecting a friendly visual system with MiLo, a savings companion designed to guide users towards personal goals.
Developed as a case study for Factory39, FinMate explores how automatic saving and encouraging feedback could make money management feel more approachable. I created the naming, identity, tone of voice and UI direction, connecting a friendly visual system with MiLo, a savings companion designed to guide users towards personal goals.
SCOPE
SCOPE
SCOPE
02
( Brand Identity )
Personality & Form
03
( Visual Expression )
Colour & Character
04
( Product Experience )
Guidance & Goals
OUTCOME
OUTCOME
OUTCOME
The case study brought naming, identity, tone of voice and UI direction into a cohesive savings-app concept. It demonstrated how a brand’s personality could shape both its communication and product experience, from social content to everyday interactions. FinMate remained a design concept and was not developed into a functioning product.
The case study brought naming, identity, tone of voice and UI direction into a cohesive savings-app concept. It demonstrated how a brand’s personality could shape both its communication and product experience, from social content to everyday interactions. FinMate remained a design concept and was not developed into a functioning product.
The case study brought naming, identity, tone of voice and UI direction into a cohesive savings-app concept. It demonstrated how a brand’s personality could shape both its communication and product experience, from social content to everyday interactions. FinMate remained a design concept and was not developed into a functioning product.
