FINTECH — 2024
A wordmark that founded a company.
Forma raised their seed round with a deck and a domain. Before they had a product in market, they needed a brand that could close enterprise pilots — one that looked like it belonged in a CFO’s inbox.
OUTCOME
240% higher brand recall — 3× increase in pilot-to-close rate
THE BRIEF
Forma raised their seed round with a deck and a domain. Before they had a product in market, they needed a brand that could close enterprise pilots — one that looked like it belonged in a CFO’s inbox, not a startup accelerator.
We designed a brand system that communicated precision and trust before a single word was read — a geometric wordmark, a typographic system, and a pitch deck that didn’t look like a pitch deck.
THE IMPACT
Eighteen months of runway. One brand that made the ask easy.
HOW WE BUILT IT
PHASE 01 — INTAKE
We ran a two-day sprint with the founding team to map positioning gaps, competitive tension, and the visual language the brand needed to close serious accounts.
You receive: Brand sprint output, competitive audit, brief
PHASE 02 — DESIGN
We designed three complete brand directions and refined the strongest into a full system — tested against the exact pitch conversations the founders were already having.
You receive: Three directions, refined system, pitch deck
PHASE 03 — DELIVERY
We handed off a production-ready system — wordmark, type, color, and a pitch deck template the founding team updates in-house without touching a source file.
You receive: Brand guidelines, production files, deck template
Praxis
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