+ Liberate
Visual Identity for a Fintech Brand Giving Flight to Financial Freedom
#BrandIdentity #Fintech #CreativeDirection #VisualStrategy #YouthBranding
Overview
Liberate is a fintech app created for the African youth — helping them build better money habits, grow their savings, and feel in control of their financial future. I was brought in to define the brand strategy and translate it into a bold, youth-driven visual identity that stands out in a crowded fintech space.
The Challenge
The product had strong potential — but lacked a clear visual voice.
It needed to feel:
Trustworthy like a financial tool
Hopeful and human like a friend
Modern and energetic to reflect its youthful audience
There was no brand name recognition yet, so the identity had to do the heavy lifting of telling the story — instantly.
The Approach
I led the creative direction by fusing strategy and symbolism:
Defined a visual metaphor: an origami bird made from a money bill — a powerful symbol of transformation, aspiration, and freedom
Built a visual system using vibrant blue and green tones, creating a fresh, digital-native look that felt alive and modern
Balanced the playfulness of origami with the seriousness of finance
Extended the identity into a system that could scale across:
App interface visuals
Investor pitch materials
Social media and future campaigns
Ensured every visual element was tied back to core strategy: simplicity, clarity, and empowerment
The Outcome
Delivered a complete brand identity system ready for launch, including logo, color palette, typography, iconography, and mockups
The origami moneybird became a signature symbol — instantly recognizable, emotionally resonant, and versatile
Visual identity captured investor attention and helped differentiate the brand early
Project was praised for its clarity, freshness, and bold departure from generic fintech aesthetics
One of the most successful design-led projects I’ve directed for the fintech sector
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© Hamza Najjar 2025