From the logo to the various secondary brand assets, the idea of Finy as a guide on the path to freedom remained both constant and crucial. Our research has shown that the journey towards financial freedom is rarely straightforward, with unexpected challenges arising daily. This notion was visually represented in the monoline cursive logotype, which tilts forward to emphasize one of Finy's core values: "Always Growing, Never Settling."

With the explorer persona in mind, Gelica was chosen as the lead font, accompanied by Rethink Sans. This persona was further expressed through the choice of both primary and secondary colors, drawing inspiration from elements of nature and adventure. Additionally, the clean and earthy photography style took cues from adventure lighting and composition.

The rubble towards the path to financial freedom was further expressed in the pictograms & icons, which consistently feature "twirls and squiggles" in their design. This same idea was utilized in the development of the logo animation, illustrating someone lost in their search for financial freedom until they discover Finy.

All these elements were cohesively brought together to develop social media templates, the website, the app, and other marketing materials.

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