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New Visual Direction of Qwale Brand Identity by Ruiqi Sun |
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| DESIGN DETAILS |
DESIGN NAME:
New Visual Direction of Qwale
PRIMARY FUNCTION:
Brand Identity
INSPIRATION:
Leveraging color psychology and symbolism, our fintech app's rebranding merges blue and purple for trust and clarity, with a Qwale bird logo symbolizing freedom and growth, embodying financial empowerment and distinctive identity.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Transformed fintech branding by concentrating on a strategic overhaul of the logo and an intuitive user-centric design for its mobile app. This innovative project, driven by color psychology and in-depth user research, has successfully rebranded Qwale as a contemporary, user-focused player in the fintech industry.
OPERATION / FLOW / INTERACTION:
The Qwale App logo is designed for seamless interaction, utilizing SVGs for flexibility across devices. Its color scheme and bird motif embody progress and freedom, engaging users at first glance. The logo enhances user experience by adapting to different interfaces, ensuring accessibility with high color contrast. This thoughtful design not only improves visual appeal but also supports better navigation and user comprehension, making the app more intuitive and effective in helping users achieve their financial goals.
PROJECT DURATION AND LOCATION:
The project, including the further App UI redesign, started in April 2023 in New York City and finished in June 2023.
FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design
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PRODUCTION / REALIZATION TECHNOLOGY:
My design process was anchored in user-centric methodologies, including in-depth interviews, persona development, journey mapping, and story mapping to ensure the fintech app's UX/UI and logo resonated deeply with the target audience. Color choices were informed by rigorous color psychology research, selecting hues that evoke trust, clarity, and empowerment. This comprehensive approach, coupled with the commitment to aligning the design with users' needs and aspirations, underpins the effectiveness and innovation of this rebranding project.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The new logo merges precision with accessibility, using a grid system for balance, SVGs for versatility, and the golden ratio for the Qwale bird, ensuring visual integrity. Adhering to AAA color contrast standards enhances readability for all, embodying our ethos of clarity, professionalism, and inclusivity.
TAGS:
logo design, UI design, user-centric design, color psychology, digital accessibility, brand identity, fintech, startup
RESEARCH ABSTRACT:
The logo redesign for Qwale Credit Builder involved qualitative research, focusing on color psychology and user preferences to enhance brand appeal. I tested prototypes and gathered feedback, particularly on color choices like blue and purple, known for evoking trust and stability. Insights from user interviews influenced the final design, emphasizing a dark theme for privacy and security. This research-driven approach aims to boost user engagement by aligning design with psychological principles and user expectations.
CHALLENGE:
The creative challenge in redesigning Qwale's logo revolved around modernizing its identity while maintaining brand recognition. Internally, I balanced historical loyalty with the need for a fresh, socially relevant appeal. Externally, compliance with digital accessibility laws shaped my design decisions. I navigated production limitations by leveraging current graphic design technologies and information on color psychology. Overcoming these obstacles required iterative design, extensive user testing, and adapting to evolving tech standards to create a logo that resonates across diverse user demographics.
ADDED DATE:
2024-02-27 19:02:36
TEAM MEMBERS (1) :
IMAGE CREDITS:
Ruiqi Sun, 2023.
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| CLIENT/STUDIO/BRAND DETAILS |
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NAME:
Qwale
PROFILE:
Qwale is an innovative online marketplace specializing in credit builder loans, offering users a unique opportunity to enhance their credit scores. With features such as credit builder accounts, credit score monitoring, ID verification, and opportunities for savings through credit history growth, Qwale empowers individuals to take control of their financial futures.
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| COMMENTS |
| Giulia Esposito |
Comment #100355 on June 22, 2024, 3:17 am |
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Exploring the "New Visual Direction of Qwale" has been a profound journey into the power of strategic design and its impact on fintech branding. The ingenious fusion of color psychology, symbolizing trust, clarity, and the spirit of freedom and growth through the Qwale bird logo, speaks volumes about the depth of thought and creativity infused into this project. The meticulous attention to user-centric design, coupled with a comprehensive research-driven approach, has evidently redefined the identity of Qwale, setting a new benchmark in the fintech industry for how brands can resonate with their audience. The decision to leverage a nuanced palette of blue and purple not only aligns with the brand's vision of financial empowerment but also highlights the importance of trust and stability in the digital finance space. The dedication towards a user-focused rebranding, underscored by in-depth interviews and user research, showcases an exemplary model of how design can bridge the gap between technology and user experience. This work does not only represent a significant achievement in design but also serves as a beacon of innovation and creativity in the fintech sector. It is truly inspiring to see such a commitment to excellence and user engagement, and it is with great admiration that I acknowledge the remarkable work done by Ruiqi Sun.
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| Elisabeth Clark |
Comment #101586 on June 22, 2024, 7:23 am |
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I am truly inspired by Ruiqi Sun's remarkable achievement in winning the A' Design Award for the "New Visual Direction of Qwale," under the category of Graphics, Illustration, and Visual Communication Design. This work stands out as a beacon of innovation and creativity in the realm of brand identity. Ruiqi Sun's strategic approach to fintech branding, particularly through the transformation of the logo and the intuitive design of the mobile app, showcases a deep understanding of user-centric design principles. The application of color psychology and meticulous user research has evidently repositioned Qwale as a modern, user-focused contender in the fintech landscape. The thoughtful integration of blue and purple in the branding not only promises trust and clarity but also imbues the identity with a sense of freedom and growth, as beautifully symbolized by the Qwale bird logo. This approach is a testament to the power of leveraging psychological insights and user feedback to craft designs that resonate on a deeper level with the audience. The dedication to a research-driven design process, focusing on user preferences and the psychological impact of color choices, has evidently paid off, culminating in a brand identity that is not only visually appealing but also deeply rooted in the principles of privacy and security. Ruiqi Sun's work is an exemplary model of how strategic design thinking and user-centric approaches can lead to award-winning outcomes that significantly contribute to the advancement of design in the fintech sector.
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| Mark Allen |
Comment #102796 on June 22, 2024, 11:25 am |
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Congratulations on the well-deserved recognition with the A' Design Award in the Graphics, Illustration and Visual Communication Design Category for "New Visual Direction of Qwale". This project stands out as a beacon of innovation in fintech branding, masterfully combining the science of color psychology with meticulous user research to reimagine a brand identity that is not only visually appealing but also deeply intuitive and user-centric. The strategic overhaul of the logo alongside the intuitive design of the mobile app showcases a remarkable understanding of the fintech landscape and the needs of its users. It is inspiring to see such a thoughtful and research-driven approach to design, resulting in a brand identity that truly resonates with users and embodies financial empowerment and distinctive identity. This work is a testament to the power of combining creativity with strategic insight to push boundaries and redefine industry standards.
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