Jiraaf was creating something bold—curated, high-yield investment opportunities for everyday investors. But FinTech, especially in India, is a saturated space where trust is hard to earn and harder to maintain.

They needed a brand that felt clean, professional, and credible—without looking like every other finance startup. The goal was simple: make people feel confident in an unfamiliar investment landscape.

Jiraaf was solving a complex problem: making alternative investments accessible.

But the design problem was even sharper:

How do you signal authority without becoming rigid or boring?

How do you maintain clarity while introducing financial nuance?

And how do you appeal to both first-time and experienced investors, without alienating either?

I was brought on to create Jiraaf’s visual identity system and marketing collaterals that could scale—across digital, print, and internal teams.

Identity design: logo, typography, color palette

Brand manual and systemization

Stationery and sales collateral

Social media visual templates

Collaboration on copy tone and CTA design logic

The giraffe mark was more than a visual pun. It represented clarity, foresight, and perspective—everything Jiraaf wanted investors to feel.

I designed a minimalist giraffe head using geometric, interconnected lines to signal stability and structured intelligence. It was simple enough to be iconic, and flexible enough to scale across formats.

A custom geometric sans-serif wordmark complemented the giraffe symbol. Balanced, confident, and clean—it gave the brand a strong visual anchor across every asset, from mobile apps to investor decks.

I created a comprehensive brand manual to document and systematize the design direction. This included:

Color theory and contrast ratios

Typography hierarchy for web and print

Logo usage and clearspace guides

Iconography set and usage patterns

Do’s and don’ts to protect brand integrity

Moodboards and creative direction for content teams

The result was a plug-and-play design framework that internal teams could use to create consistent visuals—without slowing down.

I extended the brand across Jiraaf’s key customer touchpoints:

Business cards and stationery

Presentation decks and investment pitch kits

Social post templates for educational content

Banner ads and display creatives

Website UI references for product consistency

Each piece was designed to reduce friction in understanding and increase user trust at every stage.

Jiraaf launched with a brand system that felt modern, scalable, and clear

Internal teams could produce content without reinventing the wheel

The visual identity built trust with early users and investors

Product marketing and growth became simpler, faster, and more effective

Most importantly, the brand looked and felt like what it was trying to become: a reliable, premium-yet-accessible alternative investment platform for India’s upwardly mobile generation.

FinTech brands don’t sell products. They sell certainty.

My role wasn’t to make Jiraaf look pretty. It was to make it look like a platform users could trust with their money.

And in this space, design is trust. Systems are not optional. Emotional clarity is everything.