Investing in the Web — A brand built for the internet age.
Visual identity and motion design for a platform that helps people choose the right investment broker.
Services
Brand Design
Visual Identity
Logo Design
Motion Design
Animation
Deliverables
Logo
Wordmark
App Icon
Colour System
Typography
Brand Animations
Investing in the Web is a fintech platform helping everyday people navigate the overwhelming world of online brokers — with expert reviews, comparison tools, and a broker-matching feature. It's a serious product in a crowded, trust-sensitive space. The brand needed to feel credible enough for someone making their first investment decision, and modern enough to sit comfortably next to the best fintech products on the market.
A name that does the work.
The identity starts with the wordmark. "Investing in the Web" already contains a double meaning — financial investing, and the world wide web — and the design leans directly into that. The custom "w" letterform is a quiet nod to that duality: a typographic mark that feels native to the internet without being literal about it.
The refinement process moved from a wider, louder letterform toward something tighter and more considered. The final mark is confident without being loud. It earns attention rather than demanding it.
Colour as a signal.
The palette is built around a deep teal — a colour that sits at the intersection of trustworthy and digital. It reads as financial without defaulting to the navy blues that every bank has already claimed. On dark backgrounds, it commands; on light ones, it breathes. The app icon carries this logic into a single mark: two versions, same confidence, no compromise.
Motion as brand language.
Still identities live on screens, but they move there too. The animation work for Investing in the Web was built around the same principle as the visual identity: nothing decorative, everything purposeful. The brand reveal sequences and UI transitions were designed to reinforce the platform's core promise — that navigating complex financial decisions can feel clear, fast, and even satisfying.
Motion was the last layer. But it was never an afterthought.
Built for a product that gets used.
The identity was stress-tested against the actual product — the broker listings, the comparison tables, the educational content. A brand that only looks good in mockups is half a job. Every element, from the wordmark to the icon to the typographic rhythm, was considered in the context of a real interface used by real people making real financial decisions.
That's the only context that matters.
Instance
Visual identity for an AI app builder.
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