PagueloFacil - Branding & Product Design
Dinamico Studio
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Posted Jan 11, 2024
Created and implemented a brand strategy, visual direction and Product Design for a FinTech Startup.
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Paguelo Facil S.A.
Redefine, simplify and redesign the way money is managed.
This was our initial challenge when Panamanian Startup PagueloFacil approached us to create their new branding. As a growing startup in the FinTech sector, they needed a brand that reflected a more modern vision, and evolved according to their 'limitless' values. As such, we knew we needed a solid brand strategy to begin with.
Part of our brand strategy document, where we identified the core users' needs and brand values
Do it without limits, make it easy
Together with the team we defined a strategic brand approach, with its core being "A world without so much financial complexity, with a less bureaucratic approach, where money management becomes an easy and accessible action".
We developed a visual system composed of dynamic shapes, allowing us to illustrate visual metaphors that represent a journey towards simplicity and ease.
The versatility of the system gives the brand the fluidity needed to adapt to different platforms and formats, both in a digital and offline environment.
Part of the brand guidelines created
We want to provide businesses and users with a tool that centralizes their finances and makes it easier to manage buying, paying and collecting money.
To have a clear product vision, we utilized different types of information architectures, in order to map, structure and prioritize functionalities that provide value for the users and the business.
The most rewarding challenge was designing the entire ecosystem of digital products, including: A SAAS platform for businesses and a Mobile App for end users to manage their finances, pay others and get paid.
Part of the design system
To address all the challenges and create a strong and coherent ecosystem across all touchpoints, we worked with PagueloFacil to build a new design system.
We defined the system Foundations, with resources such as: brand colors, grids, typography, iconography, tone of voice, accessibility, among others.
We organized the design system so that each digital product used a common library, making it easy to navigate and manage.
A customizable SAAS platform for businesses
The SAAS platform we designed allowed the business user to configure the functionalities they use most in their day according to their preferences, making it a personalized experience.
We simplified the information to make it more relevant, highlighting what is important, reducing the visual noise and devising a simple but powerful hierarchy of elements.
Mobile App for end users
A mobile APP that empowers the user into taking control of their money through an easy, fun and intuitive experience.
We set out to transform the digital money management experience by designing an interface for Android and iOS devices, with simple but powerful functionalities and properly designed cognitive behaviors that are easy for people to recognize and use in their daily lives.
