Fin, 2025
Branding & Identity
Fin is a next-generation banking app designed to make global transactions feel seamless and human.
Fin’s 45° system of momentum conveys progress and clarity across every touchpoint—from typography to interface design. The brand identity integrates angular shapes, cinematic photography, and atmospheric color palettes to express a sense of movement and trust. Through translucent modals, grounded imagery, and a cohesive UI language, Fin transforms financial interactions into an experience of flow, helping users send globally and spend locally with ease.
Project Description
In an era where money moves faster than messages, Fin reimagines what it means to bank globally and live locally. As an emerging financial technology platform, Fin set out to simplify the complexity of cross-border transactions making them instantaneous, intuitive, and deeply human. Yet, the brand needed an identity that could capture both the precision of digital finance and the emotional depth of real-world connection.
The design system for Fin begins with a single gesture: a 45° diagonal cut that defines the visual and conceptual foundation. Inspired by the natural inclines of graphs, terrain, and flow, this angle represents upward movement and clarity, acting as a guide across every brand expression. From logotype to layout, the diagonal brings coherence and confidence to every touchpoint. Fin’s user interface translates this system into motion. Atmospheric imagery and grounded geography reflect a world that is vast yet navigable, while Fin Green and Fin Linen anchor the experience in warmth and stability. The interface balances cinematic storytelling with pragmatic clarity: translucent glass modals, precise typography, and intuitive iconography come together to make complex financial flows feel effortless.
Fin’s identity is about progress, visualizing how money, people, and stories move across borders. It’s not just a financial tool, but a global companion built for a connected generation. One that helps users “move money across the world faster than they can say they’ve done it.”
Contribution
Evolving the design system & expanding brand identity:
Advanced AI image and video generation for branded storytelling, UI/UX (interaction design, high-fidelity mockups), Branding (tone, visual language, audience engagement), Identity (modular logos, typography), and Web Modules (responsive, interactive components).
Team
Fictive Kin, Design:
Josh Smith, Kim Inthirath, Gemma O’Connor, Daniela Alvarez Nuñez, and more
Fonts
Pitch - Klim Type Foundry
DM Sans - Colophon Foundry
DM Mono - Colophon Foundry