Visual Language for a Mobile Finance App
(Art direction & 60+ illustrations over 6 months, in collaboration with UI & product designers)
The visual direction was designed to speak clearly and resonate emotionally with the product’s core audience: a mobile-first Swiss generation aged 22–35.
This group is mobile-first and digitally fluent.
They expect intuitive, human experiences and brands that feel modern, not corporate.
Color, rhythm, and composition were used to shape a tone of voice that’s unmistakably modern and trustworthy.
The goal was not just decoration, but storytelling.
Each piece had to support product clarity and brand voice without overwhelming the interface.
With that in mind, I built a visual system that feels:
– confident, but never cold
– playful, but childish
– fresh, but built to last
