Savvi Financial needed a fintech identity that felt intelligent and trustworthy without becoming cold or overly corporate.
Savvi Financial
Rebranding Design in Fintech
Intro
My Role
Freelance creative director and graphic designer leading the full rebrand including logo, typography, iconography, co-branding systems, and digital assets.
Goals
The italic lowercase logo introduced movement and accessibility simultaneously. The palette balanced optimism and authority through light and dark blues, while IBM Plex Serif added editorial credibility to the brand. An extensive icon system covered the full spectrum of financial life, from healthcare to investments and retirement. The imagery direction became the strongest strategic shift: instead of charts or executives, the brand focused on the people financial planning actually exists for.
Process
Stakeholder Interviews: Engaged with internal teams, clients, and users to gather insights into their needs and perceptions.
Market Research: Explored fintech branding trends and competitors to identify opportunities for differentiation.
Brand Identity Development: Crafted a visual language that embodied Savvi’s ethos, balancing sophistication with approachability.
Web & Digital Asset Design: Redesigned the website and digital touchpoints, emphasizing user-friendly layouts and clear navigation. Created custom icons and infographics to simplify complex financial concepts.
Iterative Feedback: Refined designs through collaboration with teams and user testing to ensure alignment with the brand’s vision.
Implementation: Finalized and deployed the refreshed branding across all platforms, ensuring consistency and cohesion.
Why It Mattered
Financial trust starts before someone opens the product. The rebrand positioned Savvi as emotionally approachable without sacrificing intelligence or credibility.
Logo Design and application
Logo co-branding
Color palette
Font system
Imagery
Shapes
Shapes
Illustrations
Client: Savvy Financial
Creative Director: Igor Dinuzzi
Copywriter: Savvy Financial
Art Director & Graphic Design: Igor Dinuzzi