A refined visual system for a modern, product-driven fintech brand
The Secfi Brand Evolution was a strategic effort to refine and expand the existing brand foundation to support the company’s growing suite of digital products and services.
Previously, the brand leaned heavily on photography of startup employees to convey its story and values. While this human-centric approach was effective, the next phase required a more modern and scalable solution—one that would reflect Secfi’s identity as a technology-driven company without losing the personal touch.
The solution involved integrating UI elements, product cards, and more prominent representations of the platform interface. The color palette and its application were also adjusted to support this shift, ultimately creating a visual identity that feels both digital-first and authentically human.
