A Brand Built for Partnership
FinChoice is a leading digital finance provider offering fast, flexible loan and insurance products designed to support customers when they need it most. Our role was to evolve the brand and app experience into something more modern, human and partnership-driven.
FinChoice required a refreshed brand that connected with its sister company, PayJustNow, while still maintaining its own distinct personality. The two brands had to feel related through shared symbolism, structural cues and existing visual language. The challenge was to create an identity that creates brand connection without diluting FinChoice’s unique role as a supportive financial partner.
We set out to build the new FinChoice identity thoughtfully and intentionally. By linking the new logomark to the iconic alphabet system created for PayJustNow, we established a unified brand DNA that feels modern yet familiar, and confidently expresses the sentiment of being there when customers need it most.
We explored multiple directions for the FinChoice symbol, from reinterpreting the arrow in the previous identity to crafting a completely new F-form that could sit confidently within the PayJustNow brand universe.
The final mark is fully bespoke, with careful attention paid to proportion, curvature, alignment and spacing to ensure it feels like a true sibling to its sister brand’s logo rather than an isolated redesign.
“"To be there when you need us, ensuring you have the liberty to choose the best option for a confident financial future."”
We conducted in-depth internal interviews to gather insights from staff and customers alike. This included incorporating customer survey data, crafting user personas and aligning our direction with the latest FAS Report. We then workshopped these findings with key stakeholders to shape and finalise a cohesive Brand DNA.
After crafting a bespoke logomark and brand direction, we developed a modern visual identity system with clear guidance on typography, colour and usage. The outcome was a comprehensive brand identity document that equips the FinChoice team with the structure needed for consistent rollout across all touchpoints.
Partnering with FinChoice, we also refine key user journeys and product flows across their web app. We paired this with a comprehensive design system that brought structure, clarity and consistency to the interface.
We introduced a softer typographic direction using the P22 Mackinac serif typeface, originally explored within the PayJustNow brand. This brought a subtle sense of continuity between the sister brands while giving FinChoice a warmer, more supportive tone. The typeface’s softness and readability help position FinChoice as a reassuring financial partner, especially in sensitive product areas such as life insurance and accident cover.
The FinChoice brand was designed to be digital-first, ensuring every element could scale seamlessly across the app and wider digital ecosystem. From the flexibility of the logomark to the clarity of the typographic system, each component was crafted to perform at small sizes, adapt to various screen formats and integrate effortlessly into existing interfaces.
With the refreshed brand and a solidified design system in place, we were able to seamlessly extend the new identity across the Mobi web app. The updated visuals and interface patterns created a unified experience that felt clean, streamlined and supportive of the user journey, strengthening consistency across every touchpoint.
