FUNDKITE
NYC
2020
Fundkite is a small business funding lender based in NYC that has worked with over 70,000 merchants in a variety of industries. I was tasked with re-designing the entire brand with a new fresh look. This included everything from website design to their marketing and branded materials.
ROLE
BRANDING
ART DIRECTION
STRATEGY
UI/UX DESIGN
ILLUSTRATION
TOOLS
ADOBE XD
PHOTOSHOP
ILLUSTRATOR
Illustrations
The Brief
Rebrand and redesign their entire website’s UI and UX to achieve a professional yet approachable feeling for small business owners.
The Challenge
Fundkite caters to a wide range of industries that all have their own particular needs. The challenge was to create a consistent and professional site that spoke to needs of each industry.
What I Did
I developed the strategey, sitemap and wireframes for the entire site. I also art directed, rebranded and designed the website and created high fidelity mock ups for the developer.
Research & Development
After receiving the brief from the client, my first step was to research the current competition to develop a full understanding of the funding industry. I also researched the target audience(s) and the financial industry to better understand relevant design trends and visual language that characterizes them both.
Strategy
Understanding the target audience, their life style, and their needs is crucial in developing a product that empathizes with them. Creating brand personas, mood boards and understanding the user demographic helped us identify what we needed to include on the website.
Sitemap
In order to achieve a more efficient website, I built a site map to organize and prioritize the user’s experience. By doing so, we had a clearer vision of our scope of work and a more efficient way to get business owners to find their respective information and sign up.
Wireframes
I built wireframes to identify the placement of content before committing to a final layout. As blueprints to the site, they insure that everyone is on the same page in terms of the content and its placement. Clickable wireframes allow us to visualize the users experience before committing to a final UX design.
Design
I presented the client with several branding directions in terms of colors, photos and logos. We decided on blue which represents trust, confidence and stability. I also updated their logo’s typeface and fused the ‘d’ & ‘k’ together for some personality. For the website I carefully selected a round and legible typeface and bright, inviting images that resonated with our target.
Asset Creation
I produced the branding and UI elements including the logo, illustrations, buttons, and icons. I also produced social media banners and posts to be inline with the brand’s redesign.
Mock Ups
After finalizing the wireframes I apply the content and branding elements to create high-fidelity mock ups. Once I am happy with the layout, I send it to the client for final approval before handing it over to the programmer.
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