When it was time to work on the branding for Trackii, a personal finance app for multi income earners, I didn't want just any brand identity. Here's why.

One of Trackii's core messages is financial clarity. Making money is hard and boring. Saving money? Even harder. So I knew the brand had to do more than make sense, it had to be interesting. Not easy... interesting. Managing your money is a lifestyle. Watching your money grow? Big lifestyle (cos tbh, if your money finish, you dey on your own o).

That thinking shaped every decision: the colors, the image style, the font, the logo. Trackii needed to work as a whole, icon and wordmark, one system, not separate pieces bolted together. And I wasn't chasing the generic "agentic AI" look everyone's defaulting to. This was built for humans, by humans... (with humans, in case you were wondering).