The Problem: A Crisis of Trust

By 2022, the original 2020 brand identity was no longer fit for purpose. Through audit and stakeholder feedback, we identified three core issues:

1. The existing visual language did not effectively communicate "trust" or "innovation" to a sophisticated audience of young professionals.
2. The legacy website and app lacked a unified design system, leading to fragmented user experiences.
3. There were no brand guidelines, making it impossible to create consistent marketing assets to meet high demand.

Before rebranding

FLIT Invest Apps + Social Media

The Solution: A Sustainable Visual System

We built a new visual identity from the ground up to reflect progressive values and simplicity.

• Designed a clean, modern logo representing forward movement and innovation.
• Updated font library features Sora for headlines and Roboto for body copy, effectively blending a forward-thinking visual style with mobile-friendly legibility.
• Developed a vibrant palette of Green, Dark Blue, and Blue, combined with a minimalist black-and-white framework to balance boldness with dependability.

Rebranding

New Logo

*Logo Designed by Aihang Jin

New Font Library

New Icon

How it applies

Challenges & Overcoming Obstacles

• Striking the right balance between being a bold, innovative startup and a dependable financial institution.
• We utilized iterative user testing and stakeholder feedback loops. By grounding our "vibrant" color choices in a "minimalistic" layout, we were able to signal modern tech while maintaining the professional feel required for a trusted investment platform.

Outcome

The refreshed brand identity successfully positioned FLIT Invest as a rising leader in the competitive fintech landscape.

• The new system serves as the single source of truth for all current and future website and mobile app updates.
• The identity enables the company to lead a new era of accessible, impact-driven finance.