Led the rebranding of Umba Microfinance Bank

Ayo Shabi

Completed work

Brand Designer

Graphic Designer

Visual Designer

Adobe Illustrator

Adobe Photoshop

Figma

Investment & Asset Management

Overview

After securing its first round of funding, Umba needed to refine its brand identity and revamp its website to align with its growing ambitions. The company aimed to move beyond its initial branding, establishing a more professional and cohesive visual identity that would better connect with its expanding customer base. Additionally, the website required significant improvements to accommodate new features, enhance user experience, and provide a seamless interaction flow for both new and existing users.

The Challenge

Inconsistent Brand Identity: The visual system lacked cohesion, making it difficult to establish a strong market presence.

Lack of Professionalism & Maturity: The existing design did not reflect Umba’s evolution into a more sophisticated financial platform.

Weak Brand Differentiation: Umba needed a distinct identity that stood out in the competitive fintech space.

Scalability Issues: The previous branding did not accommodate new product expansions and future growth.

The Solutions

A More Cohesive & Scalable Identity:

Developed a refined logo, typography, and design system that created a unified and recognizable brand presence.

Introduced a flexible visual framework adaptable for future product expansions.

A Modern & Professional Look:

Shifted towards a more sophisticated color palette that balanced trustworthiness and innovation.

Refined the brand’s tone and messaging to establish credibility and connect with users on a deeper level.

Distinct Positioning in the Market:

Designed a bold yet approachable identity that differentiated Umba from traditional banks and fintech competitors.

Strengthened brand storytelling to emphasize accessibility, financial empowerment, and localized solutions.

Strategic Brand Guidelines for Consistency:

Created a comprehensive brand style guide to ensure visual and messaging consistency across all touchpoints.

Standardized UI elements to align with the new identity, reinforcing a seamless brand experience.

Impact

This rebrand positioned Umba as a credible, innovative, and customer-centric financial platform, paving the way for greater brand recognition, trust, and market expansion.