A B2B SaaS finance platform’s website, a sub-brand for its education arm, and a template set built so a team without design software could stay on brand.
FINSYNC · Creative Director, working with their Senior VP of Marketing, CEO and in-house UI/UX team
Brand identity and sub-brands · Web design · Design systems and templates · Guidelines · Motion
THE CHALLENGE
FINSYNC is an all-in-one SaaS finance platform for small businesses, in the same category as QuickBooks. The brand had to hold across a product interface, a sales one pager, a three-tier partner program, tutorial videos, and a social feed run daily by people who are not designers.
That last one shaped most of my decisions. Design that only works while a designer is in the room is not a system.
WHAT I DID
Directed the journey mapping and wireframing, then designed the site.
I worked through the customer journey and navigation with their Senior VP of Marketing and CEO, with another designer producing the wireframes. The site design is mine.
Directed two UI/UX designers on the product interface.
I reviewed the dashboards with them in Figma, what was holding and what was not, down to color, type sizes and opacity, and they made the changes and documented as we went, under my direction. We presented to the CEO together, and on my approval the documentation went to the product managers and engineers. The decisions fed the UI/UX guidelines.
Gave the education arm its own mark.
FINSYNC Success Academy needed to read as a place you go to learn something, not as another product. I designed the lighthouse mark signifying guidance, the lockup with the parent brand, and animated it as the opening for their tutorial videos, with the lockup holding in the corner throughout.
Built the partner tiers as one object with three states.
Gold, silver and bronze share a single construction, with color as the only variable. Three separate badges would have been three things to maintain and three ways to drift.
Handed the social graphics over.
The social team already owned the copy, so there was no reason they could not own image selection too. I wrote the photography guidance into the brand guidelines and built the post templates in Canva, the software they actually had. Same layout, swappable image and headline. The social team ran it from there.
Updated the guidelines where they were thin.
Color, type and photography, so the rules matched what the brand had become.
The rest of the set.
Collateral across the funnel: a sales one pager, business cards, a LinkedIn header, HubSpot newsletter graphics, and decks built in their Google Slides.
The designers had the guidelines, the social team had the templates, and the tier system and Academy mark were built to extend without redrawing them. Almost none of it was made alone. The work was keeping it one brand as it passed between us.
Another software platform, where the look had stopped matching the ambition behind it.
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