Role_ Lead Designer
Agency_Thackway & McCord
Deliverables_Logo, Brand Identity, Icon,
UX/UI, Web animation & Illustration
Tools_Adobe Illustrator, Figma
Year_2020
Award_Best Brand Identity in Fintech,
Transform Awards 2021
Hum is a rebranding project for an investment company who uses AI technology to facilitate connections between companies seeking funding and investors. The ask was to develop a fresh and impactful brand for the company. The new branding needed to accurately convey the revolutionary nature of "capital as a service" approach. A new name, logo, visual identity, and website were created to showcase the company's innovative and forward-thinking approach to financing.
New name, New look
We developed a new name and identity to resonate with the core borrower audience. For small and mid-sized fast-growing companies, raising money takes a lot of work and effort. We approached them with a short, accessible, memorable new name, Hum. It communicates agility, movement, and tirelessness.
Creating visual identity system
Even though the original brand was built around the idea of the ‘Capital Machine(AI),’ our insight was that it’s not just about technology but creating a new kind of market that brings people together.
I designed an easy-to-remember logo, a contemporary hummingbird named ‘Capi,’ which brings the name to life. Supported by quirky graphics, illustrations in a fresh color palette, these visual elements create a unique brand personality.
Hero Video
As a leading visual element, we incorporated computer-generated graphics to capture the AI-driven, innovative propositions of the brand. I designed icons and web illustrations in this style of harmonized technology and user-friendliness. This unique brand personality could set hum apart from its industry competitors.
In addition to hero animation, we added a quick start module to the homepage. Users can select their annual and monthly revenue to check out available funding options.
Interactive Learning module
In addition to the new visual identity and brand new website, the team wanted to engage potential customers by offering them educational experiences to understand better the service, essential terms, and processes of the Capital market. The team introduced an experiential module with a screen-triggered animation learning experience.
Using the brand symbol, Capi, screen-triggered animation shows Hum's secure and unique investor-company matching process. They were followed by word card modules, where users can learn about basic industry terms if they are new to capital market or investment.