A fresh identity for a fintech startup

Rubarb was a fintech startup with a clear ambition: to make financial topics feel more accessible, personal and easy to understand. 

When we were developing the brand, we came up with a corporate design that shows this approach in a confident and modern way.

The brief was to create a design system that works across digital touchpoints, investor communication, presentations, product interfaces and social media. The result is a brand identity that feels modern, clear and approachable — balancing the trust and precision expected from a financial brand with the energy and freshness of a young startup.

At the heart of the identity is a distinctive visual language: simple, flexible and easy to apply. The typography, colours, graphics and layout were designed to keep it consistent but also give it room to grow. This gives Rubarb a solid base for communication — from first impressions of the brand to digital applications that can be used anywhere.

The company's look and feel supports its image as a smart, user-focused fintech solution. It avoids the cold and overly technical look often associated with financial services and instead creates a warmer, more human appearance. Clear structures, bold details and a fresh colour palette help make complex financial content more engaging and easier to navigate.

The end result is a compact but versatile brand system that gives Rubarb a recognisable presence and provides the startup with the tools to communicate clearly, confidently and consistently.