Mobile Design, User Research, Branding, Creative Direction
SumIt Finance
Brand Identity & Visual Design
App UI/UX Design
Marketing Material Design (Ads, Explainer Videos)
Copywriting & Content Creation
Our client wanted to create a financial tool tailored to freelancers, solopreneurs, and self-employed professionals—people whose financial lives are complex, variable, and often underserved by traditional platforms.
The challenge was twofold: design a tool that clearly communicated value and build a brand that felt both trustworthy and engaging to a creative, independent audience.
Through user research and co-creation sessions, we identified three key value propositions: seeing the big financial picture, understanding project profitability, and saving smarter.
I led the creation of the brand identity—focusing on a bold, friendly visual system with high-contrast greens to signal growth and avoid the stress-inducing aesthetics common in finance. A whimsical illustration style helped make the platform feel human and approachable.
With the brand resonating strongly in testing, I developed a suite of marketing materials, tested multiple ad directions, and created short-form explainer videos to introduce SumIt to its target audience.
The result was a cohesive, conversion-focused design system that demystified money and helped freelancers feel in control of their financial futures.
Created a cohesive brand system that blended financial precision with an approachable, modern feel, supporting the product’s launch and future scalability.
Designed the visual identity from the ground up, leading logo development, brand guidelines, and application across key marketing touchpoints.
Built a modular design system to ensure consistency across product and marketing assets, setting the foundation for growth and user trust.
Balanced strategic and creative roles, working closely with stakeholders to align the brand’s look, feel, and messaging with business goals and user expectations.
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