FINTECH — 2024
A wordmark that founded a company.
Forma raised their seed round with a deck and a domain. Before they had a product in market, they needed a brand that could close enterprise pilots — one that looked like it belonged in a CFO’s inbox.
OUTCOME
240% higher brand recall — 3× increase in pilot-to-close rate
THE BRIEF
Forma raised their seed round with a deck and a domain. Before they had a product in market, they needed a brand that could close enterprise pilots — one that looked like it belonged in a CFO’s inbox, not a startup accelerator.
We designed a brand system that communicated precision and trust before a single word was read — a geometric wordmark, a typographic system, and a pitch deck that didn’t look like a pitch deck.
THE IMPACT
Eighteen months of runway. One brand that made the ask easy.
Brand recall improvement
Pilot-to-close rate increase
Months of runway secured
Enterprise pilots in Q1
Warm intros via design
HOW WE BUILT IT
PHASE 01 — INTAKE
We ran a two-day sprint with the founding team to map positioning gaps, competitive tension, and the visual language the brand needed to close serious accounts.
You receive: Brand sprint output, competitive audit, brief
PHASE 02 — DESIGN
We designed three complete brand directions and refined the strongest into a full system — tested against the exact pitch conversations the founders were already having.
You receive: Three directions, refined system, pitch deck
PHASE 03 — DELIVERY
We handed off a production-ready system — wordmark, type, color, and a pitch deck template the founding team updates in-house without touching a source file.
You receive: Brand guidelines, production files, deck template
USE CASES
What we actually get hired to do.
BRAND LAUNCH
We helped a fintech founder ship their first product brand from scratch — naming, identity, web, and positioning compressed into a single sprint. The full system landed in time for their seed announcement.
DESIGN SYSTEM
Built a complete component library and token system for a 40-person product team. Engineering shipped twice as fast in the first quarter and design reviews dropped from two days down to two hours.
CAMPAIGN
Led a Series B launch campaign across web, motion, and paid social for a developer tools company. Pipeline doubled in 90 days — and the brand finally felt like the category leader.
NEXT STEPS
We partner with ambitious teams on brand, product, and everything in between.
Praxis