Mixing iconic elements with typography, we created a unique visual system that provides an easy way of explaining our feeling and products.
Rounded forms help to translate one of our main beliefs because Friday is a B2B company inspired by people who drive the fintech market.
Also, being a disruptive element of the brand, driving the whole identity.
The icon family was created to connect the logo's roundness with the identity's multi-personification, using different colors, strokes, and shapes.
Project information
Faced with the challenge of repositioning a fintech brand to balance technical credibility with human connection, I led the strategic and creative direction to redefine Friday Finance’s identity from concept through delivery.
Friday Finance is the evolved brand identity for a fintech formerly known as Airbank, repositioned to build stronger connection, clarity, and human resonance in the financial management space.
I led this project from strategic definition through creative execution and delivery, guiding the brand transformation with both internal teams and executive stakeholders. Working directly with the CEOs and product designers, I helped establish the brand’s strategic positioning — balancing the technical foundations of financial services with a more humanized, approachable presence in the market.
This strategic framing informed a comprehensive identity system, including the development of a distinctive logotype, custom iconography, rounded visual language, and flexible visual assets that reflect the brand’s dual nature — technical credibility and human connection. I also coordinated the multi-team collaboration required to align visual strategy with broader product and marketing goals, ensuring the new identity supported both customer recognition and internal adoption.
The resulting brand system equips Friday Finance with a visual voice that is both confident and adaptive, helping the fintech communicate its value with clarity and warmth in a competitive financial ecosystem.
Outcome
Brand Strategy, Positioning, Creative Direction, Visual Identity, System & Multi-Team Collaboration
Faced with the challenge of repositioning a fintech brand to balance technical credibility with human connection, I led the strategic and creative direction to redefine Friday Finance’s identity from concept through delivery.
Friday Finance is the evolved brand identity for a fintech formerly known as Airbank, repositioned to build stronger connection, clarity, and human resonance in the financial management space.
I led this project from strategic definition through creative execution and delivery, guiding the brand transformation with both internal teams and executive stakeholders. Working directly with the CEOs and product designers, I helped establish the brand’s strategic positioning — balancing the technical foundations of financial services with a more humanized, approachable presence in the market.
This strategic framing informed a comprehensive identity system, including the development of a distinctive logotype, custom iconography, rounded visual language, and flexible visual assets that reflect the brand’s dual nature — technical credibility and human connection. I also coordinated the multi-team collaboration required to align visual strategy with broader product and marketing goals, ensuring the new identity supported both customer recognition and internal adoption.
The resulting brand system equips Friday Finance with a visual voice that is both confident and adaptive, helping the fintech communicate its value with clarity and warmth in a competitive financial ecosystem.
Outcome
Brand Strategy, Positioning, Creative Direction, Visual Identity, System & Multi-Team Collaboration
Sector︎︎︎
Financial, Technology, B2B
Client︎︎︎
Patrick Neuhaus
Collaborator︎︎︎
Hadria Sánchez
Type Foundry︎︎︎
Pangram Pangram
fridayfinance.com
What the experts say:
Link 1, Link 2, Link 3
Financial, Technology, B2B
Client︎︎︎
Patrick Neuhaus
Collaborator︎︎︎
Hadria Sánchez
Type Foundry︎︎︎
Pangram Pangram
fridayfinance.com
What the experts say:
Link 1, Link 2, Link 3
Berlin
Germany
2022
Germany
2022