The startup striving for financial equality with women at heart.

Meet Jefa, a Mexican startup that is building a challenger bank specifically designed for women in Latin America. There are 1.4 billion people in the world without a bank account. Out of those 1.4 billion, nearly 1.3 billion are women.

Jefa's brand needed sharper focus, better visual consistency, and improved user experience. Our mission was to create an eye-catching look that clearly communicated their offerings and built trust.

We wanted the Jefa brand to stand out with a minimalistic interface, authentic illustrations, and a pink salmon color scheme. This design builds brand awareness and evokes Jefa’s core values: trust, control, and diversity. This distinctive hue ensures no one could mistake Jefa’s products.

Designing an app requires more than creativity; it must be usable for people with varying technical skills. We built the app from the ground up, focusing on Hick’s Law, Jakob’s Law, and Miller’s Law to keep everything simple yet effective, ensuring clarity in communication without sacrificing user experience.