Brand Identity / Fintech
Fi is a Neo-bank founded by the former founders of Google Pay India. Sujith Narayan and Sumit Gwalani. It is backed by Sequoia Capital, Ribbit Capital, David Velez (NuBank, Brazil) and Kunal Shah (Cred, India).
Fi set out to completely reimagine the banking experience and bring it up to speed with the other digital experiences millennials are used to. It uses design and technology to rethink every aspect of banking - from saving money to analysing spending habits and universal, account-wide search.
We worked closely with the founding team to bring this vision to life through an 8-month engagement spanning brand identity, visual language, packaging design and user experience of the website. We conceived Fi as a "way of life" brand - understated and sophisticated, but with a memorable vibe created through the visual language. A brand that will evolve and refresh itself, while the Fi wordmark and the Fi Forest Green remain their permanent identity.