Ekonoo is an emerging fintech startup aimed at simplifying employee savings. At the time of engagement, the founder needed to establish a cohesive visual identity that could scale across multiple touchpoints: website, mobile app, and future sub-projects, as the company planned to expand into various branches and initiatives.

The challenge was to create a modern, refined brand identity that would break away from the outdated, uninspired aesthetics typically associated with financial tools. The design needed to feel premium and intentional, as thoughtfully crafted as a luxury fashion or cultural brand, while embodying the core principle of simplification across all applications and future extensions.

I approached Ekonoo's identity with the same rigor typically reserved for lifestyle brands. The simplification principle extended to every detail, culminating in a custom-drawn typeface built exclusively from the most fundamental geometric forms: the perfect circle (evoking coins and security), the square (each letter contained within, suggesting structure and reassurance), horizontal lines, and vertical or 45-degree angles. This constraint became the creative challenge: designing a legible, aesthetically compelling typeface using only these elements. The result is a clear, highly readable typeface with unexpected forms that feels both timeless and minimal. I then developed the complete alphabet with a design partner, enabling the client to generate unlimited logo variations for future branches while maintaining visual coherence. The comprehensive brand system includes modular backgrounds, geometric forms, and flexible application principles. The © (in a perfect circle) becomes a hero element, allowing the logo to be deconstructed and recombined in multiple ways. Organic life-path strokes and flows weave through the letterforms, humanizing the system and reflecting the journey of savings growth. The identity also includes carefully designed 3D animation concepts; satisfying, circular motions that metaphorically express the cyclical nature of wealth building.