Finny Brand and Digital Experience Development

Services: Business Strategy, Brand Identity, Website Design & Build, Content Framework

Finny was born from the belief that personal finance shouldn’t feel intimidating or exclusive. The founder wanted to reimagine how people engage with money — shifting the experience from confusing and transactional to approachable, conversational, and even enjoyable. I partnered with her to build this vision from the ground up, shaping the brand’s foundation, voice, and digital presence into a cohesive identity that feels both credible and human.

The personal finance space is crowded and dominated by brands that feel either overly corporate or too casual to inspire trust. Finny needed to differentiate itself by striking the right balance between expertise and relatability. The goal was to create a platform that could speak confidently about financial topics while also feeling like a supportive friend.

We started by defining the business strategy and positioning, identifying Finny’s target audience and key differentiators. I facilitated strategy workshops and used tools like Miro (for brand mapping and customer journey exercises) and Google Workspace (for collaborative planning). Together, we articulated the brand promise and core messaging pillars, ensuring every decision tied back to Finny’s unique positioning.

From there, I developed the brand identity and voice guidelines. Using a mix of Figma (for design exploration) and Canva (for easy-to-use branded templates), I created a tone that balanced authority with warmth. The copy was designed to sound like you’re chatting with a trusted friend — approachable without losing credibility.

On the digital side, I designed and built a Squarespace website with a clean, modern layout that reflected Finny’s approachable tone. The site included five core pages (Home, About, Services, Resources, Contact) and a blog built for scalability. To support growth, I also implemented SEO fundamentals (keywording, metadata, and alt text practices) and set up Google Analytics to track performance.

Finally, I built an editorial framework and content calendar, using Notion to structure content workflows and align topics with audience needs. This gave Finny a roadmap for producing ongoing resources like blog posts, tips, and thought pieces in a consistent, scalable way.

Brand strategy & positioning framework

Voice & tone guidelines

Logo, color palette, typography system

Website design & build (Squarespace)

Editorial content framework (built in Notion)

Blog setup, content calendar, and SEO-ready structure

Finny launched as a fresh, human-centered financial brand with a strong identity and scalable digital platform. The website now serves as a hub for approachable, trustworthy financial guidance, while the editorial system ensures consistent content output. By combining brand clarity with digital execution, Finny is positioned for long-term growth, audience engagement, and authority in the personal finance space.

Most importantly, the project demonstrates how thoughtful strategy, modern tools, and human-centered storytelling can transform a founder’s vision into a brand experience that is both professional and approachable.