Concept, Brand Identity, UI Design

Most financial tools are built for accountants, not the small business owner checking their cash flow between two meetings. Flo is a concept I designed around one question: what if managing your business finances felt as natural as texting someone? I moved away from the cold blues and rigid grids that dominate fintech. The Electric Orange palette brings warmth and optimism - qualities a business owner actually needs from their tools. The "f" monogram blends a letterform with an organic curve, suggesting upward momentum without feeling mechanical. Roc Grotesk Wide carries the identity across all touchpoints — confident but approachable. The core challenge was designing a screen where conversation and financial data coexist. Instead of dropping a spreadsheet into a chat window, I treated data responses as high-contrast cards that feel like a natural part of the conversation - not an interruption of it.