Palm
Strategic Web App Design and Branding Propel Fintech Platform to Market
Senior Product Designer
Services
Brand Design
Product Design
Web App Design
Website Design
Design Systems
The Client
Palm, an innovative fintech app, empowers small businesses to achieve prosperity by consolidating all business accounts in one place, providing timely payment reminders, and offering savvy money management recommendations. Palm's unique approach includes sending automated insights via text to save business owners money and offering AI-powered benchmarks and customized growth recommendations.
The Challenge
As a startup entering the competitive fintech landscape, Palm needed to establish a distinctive market presence that would resonate with their target audience—time-constrained small business owners. Their existing web app and website lacked the refined user experience and visual identity necessary to build trust and drive adoption. Palm required a comprehensive design transformation that would enhance functionality while communicating their brand values across all customer touchpoints.
The Solution
Through close collaboration with Palm's leadership team, we implemented a strategic design overhaul encompassing their web application, marketing website, and brand identity. This holistic approach ensured consistency across all user experiences while establishing a distinctive visual language that sets Palm apart from conventional fintech offerings.
Building a Trusted Brand with a Dash of Fun
Working alongside a brand strategist, we developed a comprehensive identity system that balanced professionalism with approachability. We crafted a refreshed visual identity featuring a modernized color palette that evoked both calm reliability and engaging optimism. The typography system balanced readability with personality, ensuring clear communication while maintaining brand distinctiveness.
The cornerstone of our branding approach was a custom illustration system that humanized financial concepts without trivializing them. Through distinctive shape cutouts and consistent pattern language, we created a visual shorthand that could express complex financial ideas accessibly. These elements were complemented by photography that showcased real small business environments, creating authentic connections with Palm's target users.
Streamlined Web App Design for Time-Strapped Business Owners:
The revitalization of Palm's brand was anchored in the design enhancements made to their web app and website. Our focus was to streamline the discovery, sign-up, and account integration processes, making interaction with Palm effortless. By leveraging established UX/UI patterns and adhering to fintech industry's best practices, we quickly and effectively iterated the design to successfully launch their debut app.
Conclusion
Our strategic design transformation positioned Palm for a successful market launch, establishing them as a credible player in the business financial management space. By balancing innovative design with implementation realities, we created a product experience that resonated with small business owners while setting a foundation for Palm's continued growth and evolution in the competitive fintech landscape.
