Problem
Kora needs a brand identity that balances trust and warmth — one that helps small business owners feel confident and in control of their finances.
Solution
By combining structure with empathy, Kora’s brand system turns financial complexity into confidence.
🎯 Brand Goals
Build Trust: Create a visual system that feels credible and dependable.
Simplify Finance: Express ease and clarity through minimal design.
Add Warmth: Balance professional tones with human-centered expression.
Differentiate: Stand out in a crowded fintech space through tone and design language.
🔍 Research & Insights
Understanding how fintech brands communicate visually and emotionally.
Competitive Audit
I analyzed brands such as Stripe, Wave, QuickBooks, and Square to identify trends in the fintech space.
Key Findings:
Most use cool tones (blue, navy, gray) to emphasize trust and security.
Typography is often geometric and tech-oriented, which feels distant to everyday users.
Visual systems are clean but lacking in emotional tone or individuality.
Insight
Users trust brands that feel human — where precision meets personality.
Kora’s design should keep the professionalism of fintech while infusing approachability and warmth to create emotional comfort.
🧭 Brand Strategy
Brand Essence:
“Confidence made simple.”
Positioning Statement:
Kora empowers small business owners to manage their finances with ease through a brand that feels approachable, intuitive, and trustworthy.
Core Brand Attributes:
Human – Empathetic and supportive.
Trustworthy – Consistent and reliable.
Simple – Easy to understand, not over-designed.
Modern – Clean, bold, and contemporary.
🧩 Visual Direction
Logo Design
The logomark combines a circular “O” representing flow, continuity, and unity — symbolizing smooth transactions and trust — with a clean sans-serif wordmark for simplicity and legibility.
Style: Geometric, balanced, modern
Typography: Rounded sans-serif (Moderniz or Inter)
Meaning: Harmony between clarity (professionalism) and warmth (human approach)
Color Palette
A modern palette balancing trust and warmth:
Color | Hex | Purpose |
|---|---|---|
Deep Navy |
| Trust, professionalism |
Coral Accent |
| Warmth, energy |
Soft Beige |
| Comfort, balance |
Cool Gray |
| Neutral foundation |
Together, the palette conveys trust, creativity, and calm — inviting without being overly playful.
Typography
Kora’s typography system uses:
Primary: Satoshi / Moderniz — clean, geometric, confident.
Secondary: Arimo / Inter — for digital readability and balance.
The combination allows headlines to feel strong yet friendly, while body text remains approachable and readable.
Graphic System
Kora’s system is built on circles and soft curves — reflecting financial flow, continuity, and connection.
Icons and shapes follow a consistent radius, evoking trust and calm.
Imagery focuses on real people and workspace moments rather than staged finance visuals. The goal: make small business ownership feel personal and attainable.
🖼️ Brand Applications
Digital Presence:
Responsive website and app mockups
Dashboard interface with warm accent highlights
Consistent brand tone across product UI
Print & Collateral:
Business cards and invoice templates
Presentation decks and posters
Simple stationery system
(You can include 4–6 mockups here — brand poster, mobile screen, stationery, and social ad.)
✏️ Tone of Voice
Kora’s voice is:
Clear: Straightforward and jargon-free.
Encouraging: Motivates users without pressure.
Empathetic: Talks with users, not at them.
Example Copy:
“Get paid on time — without the stress.”
“Finance doesn’t have to feel complicated.”
“Your work deserves clarity.”
🎨 Outcome
The final identity achieves balance: professional enough for trust, yet human enough for relatability.
It positions Kora as the friendly face of fintech — a brand that feels like a financial partner, not a platform.
Impact:
Established a strong, cohesive visual system
Created scalable design assets for future UI/UX expansion
Built emotional differentiation in a competitive market
🧠 Reflection
Designing Kora’s identity reinforced a key principle:
“People don’t just want secure finance — they want peace of mind.”
By focusing on clarity, tone, and warmth, this brand communicates empowerment instead of pressure.
If developed further, the next step would be translating this brand identity into a complete product design system for the invoicing platform.
