We shared a snippet of Jumpa on August 5th, which attracted over 20 inbound inquiries and a few interns from reputable fintech firms. One key factor behind this engagement was the visuals, but they tell only part of the story. Here are the hidden decisions that shaped it founders, don’t skip this post

This is crucial for fintech founders to understand: Good branding isn't just about making your brand visually appealing. It begins with making the right business decisions. For Jumpa, we relied on four solid principles rooted in psychology: - The first is: What makes a stranger trust the brand? This is often overlooked by new fintech founders who forget that trust from strangers is essential for users to feel confident in their platform. Before selecting colors, fonts, or layouts, we asked what the audience needs to see, feel, and understand within seconds. If people don’t trust you, beautiful branding alone won’t secure a sale. - What should we eliminate? Our goal wasn’t to mimic other fintech brands. We deliberately cut out ideas, information, and visuals that caused confusion, looked similar to others, or didn’t serve a purpose. Not everything that looks good belongs in your brand. Sometimes, removing unnecessary elements is the biggest improvement. - Will this identity grow with the business? This was a key consideration, as the previous brand identity didn’t support growth (see reference:).

https://x.com/IamOloba_/status/2097620006741618697?s=20 We didn’t design for where the business was — we designed for where it’s headed. With new products, audiences, bigger opportunities, and increased visibility, the brand needed enough structure and flexibility. If your brand is limited to current needs, it’s being selfish. - Does the brand communicate value before the owner explains it? Working on a fintech product, I realized this was core: many fintech brands exist, but there’s always something that will make people come back to Jumpa! Your branding shouldn’t rely on you constantly explaining why your business is credible. It should start communicating that on its own. One major lesson from this project: your brand isn’t just what people see. It’s what your product makes people believe before they try it. These insights helped this project stand out, and the results have been incredible over 200k impressions across social media for Jumpa! Another fintech brand has been established thanks to the branding work I did for Jumpa, and I can’t wait to share what I’ve created! Jumpa’s beta is live, and organic marketing has brought in over 100+ beta signups. We have three completed projects for September ready to be unveiled. More updates coming soon. I’m offering free consultations today for two serious fintech founders who want to invest in their branding. If your business has outgrown its current brand, let’s talk