Refreshing my portfolio and revisiting one of my favorite projects from 2025 🧡💙

Bilsoft has made accounting software for over 20 years, and 100,000+ businesses use it every day. When we started, the trust was there, but the brand had grown piece by piece until it looked like several different companies.

The tricky part was a tension most fintech brands face. The software has to feel precise and serious, but the people using it are small business owners who just want things to be simple. So I drew the wordmark on a strict grid and softened every corner. The name does the rest: “Bil” means knowing, “Soft” means steady. Then I built it into a system the team could use without a designer in the room.

While putting the case study together, I added something new: a motion piece where the logo builds itself letter by letter.

Curious how others here handle this: when a client’s product is serious but their users want simple, which way do you lean? 👇

Full case study on my Contra profile.

I lean simple on the surface, serious underneath — and your grid-plus-softened-corners move is exactly that split. The structure carries the precision, the corners carry the approachability, so a small business owner isn't intimidated before they've even logged in. With 100,000+...

Which design looks more premium, attractive, and professional?

Number 1