Freetrade
A CHALLENGER FINTECH PRODUCT AIMING TO SIMPLIFY INVESTING AND STAND OUT AMONGST COMPETITORS.
ContributionGraphic Design Brand Design Illustration Animation Visual Design Typography UI Design Art Direction
about this
project
CHALLENGE
Freetrade came to me when they were looking to re-build their brand design team from the ground up and hired me as their first in-house Graphic Designer & Illustrator to help establish a consistent brand throughout a variety of design touch points.
I needed to work on all aspects of the business including external and internal communications, with the challenge being to create a unique brand language that can be applied to anything from high profile advertising campaigns down to pitch decks for fundraising, social media and establish a new, bold illustration style to support brand messaging.
Freetrade is a brand that wanted to stand out, be bold and was ready to take creative risks to show that.
APPROACH
My approach to working on Freetrade brand was to fully embrace the challenger status of the brand and create designs that are bold, disruptive and eye-catching.
To address the challenge, I developed a fresh illustration style, that has become Freetrade’s signature and is used to this day throughout, including in app and on socials.
I focused heavily on playful design application that made Freetrade look less corporate, and more human with a rebellious streak. From colour application to the way type is used and even development of custom gradients and textures - all around Freetrade through design challenges what an investment platform can look like, helping better target a younger demographic - the new generation of investors.
In my time I helped Freetrade raise over £8 Million in crowdfunding, 4x their head count and sign over 1 million customers through various brand applications and communication design.
Supporting Freetrade in engaging it’s younger target audience through use of kinetic typography, bright colours and dynamic animation.
As the sole Graphic Designer for the first 1.5 years out of my 2 years with Freetrade, I single handedly established their new illustration style and a fresh brand application.
Through use of texture, creative colour application and typographic design, a brand full of life and humanity was established with playful design and flexible art direction application. The playfulness is dialed up for socials in order to resonate with young audiences effectively.
Being involved in almost every aspect of the brand, I got to work on brand output that covers anything from design for in app use, socials, advertising, print, a bit of UI design and even devising an employee loyalty program through NFTs as rewards, designed to celebrace employee aniversaries and milestones.
