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Investing in the Web — A brand built for the internet age.

Brand identity and motion design for a platform that helps regular 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 helps people figure out which online broker to actually trust — reviews, comparison tools, a broker matching feature. Useful stuff. It's also a space where brands get the tone badly wrong all the time. Financial services either look like a bank from 2009 or like a startup aggressively trying not to look like a bank from 2009. The brief, essentially, was neither of those things.

Investing in the Web wordmark in white on a dark background with alignment grid lines showing the custom lowercase w letterform

A name that does the work.

The wordmark was the obvious place to start because the name itself has something going on. "Investing in the Web" works two ways — financial investing and the literal world wide web — and it would've been a shame to ignore that.

The custom "w" started wider and louder. The refinement tightened it down iteration by iteration. The final version is quieter, more settled. It sits there and lets the rest of the brand do the talking.

Three wordmark iterations for Investing in the Web, evolving from "Investing in the WWWeb" to the final single-line version with a custom w

Colour.

Deep teal. Financial without being another navy-blue-on-white situation that every bank in the world already owns. The icon comes in two versions, dark and light, and both hold up fine on their own. No gradient, no texture. Just the mark.

Investing in the Web app icon in two versions, a dark one with a white custom w mark and a light sage one with a dark w mark

Motion.

The animations were built around the same logic as the identity — nothing decorative, nothing there just to fill space. Brand reveals, transitions between states — all of it was meant to make the platform feel fast and clear, which is the whole point for a site helping someone decide where to put their money.

A lot of brand work stops at the static assets. This one didn't.

Investing in the Web product page showing a resources section with books, documentaries, and courses cards, plus a user testimonials section below

Made to work inside a real product.

The identity got tested against actual screens — broker listings, comparison tables, the education section with books and documentaries and courses. A brand that only looks good in a Figma mockup with no real content in it isn't really finished. Every piece had to hold up in context, on a live product, used by real people making actual decisions about their finances.

That's the only test that counts.

Investing in the Web homepage design with the headline "We help you choose the right broker," featuring broker list, reviews, compare, and BrokerMatch sections

Instance
Visual identity for an AI app builder.

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Six blue and black asterisk-like icons arranged in a 2x3 grid on a light gray background.

Working on something?

Whether you're launching something new or refreshing what you have, I'd love to hear about it. I take on a limited number of projects
— so the earlier we talk, the better.

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