Case Study

Establishing a brand identity from scratch means making decisions that will echo across every touchpoint for years. For a new financial product entering a crowded, trust-sensitive market — every decision carried weight.

The Problem

Tinxa was a brand new financial product. The challenge was creating a branded product that was modern and appealing while establishing the trust and professionalism the financial services space demands.

The Challenge

The brand needed to be trustworthy, professional, and reliable while maintaining accessibility. The visual language needed to work seamlessly across all channels — web, email, social media, print materials, and vendor partnerships.

The Goal

Smarter tools. Better results. The visual language needed to convey intelligence, innovation, and insight while maintaining accessibility — hinting at possibility across every touchpoint.

The Approach

Typefaces and logo concepts were explored first, followed by color palette options developed to gain stakeholder buy-in. The palette needed to work on both dark and light backgrounds and translate well across diverse uses.

The Insight

Balancing premium, trustworthy aesthetics with approachable, accessible design. The brand needed flexibility across diverse channels while maintaining consistency through clear guidelines.

The Work

A stylized wordmark where the X in Tinxa became a standalone icon — a jack-like mark that worked as a watermark and visual element across headers and footers.

Color palette: mint green for freshness and approachability, deep navy for trust and professionalism, medium blue for balance, very dark navy for premium sophistication.

Montserrat across four weights for modern, clean typographic versatility

Comprehensive brand guidelines covering logo usage, color palette and hierarchy, typography, color principles — including accessibility standards for color vision deficiencies — and photography standards.