Finfare

Brand Strategy | Fintech

MY ROLE

Brand strategy
Creative direction
Design System

OVERVIEW

As creative director, I led a full-scale brand strategy redefinition for this fintech startup—shaping every layer of the brand foundation, from purpose and values to tone of voice and messaging structure.


I collaborated closely with Finfare’s leadership CMO and CEO, built a a team of copywriters to deliver a strategic blueprint that aligned vision with execution and empowered consistent brand communication across channels.

Fintare logo, compass icon, mission statement, and a girl looking up at a forest.

BRAND FOUNDATION

The foundation work included vision, mission, values, and positioning—all reframed to reflect Finfare’s ambition to transform the financial experience and serve both consumers and enterprise clients.

Vision statement graphic: Girl looking up;
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Mission statement on a brown, textured background. Text: simplify financial experiences for small businesses.

VERBAL IDENTITY

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the results

A unified strategy enabled all teams to communicate with confidence and purpose.

Internal stakeholders and agency partners rallied behind a shared brand vision.

The strategy system reduced creative bottlenecks and accelerated production timelines.