SmartFi is a crypto-enabled wealth creation platform offering a complete set of tools for its users. Their goal was to build a brand identity that feels both inspiring and approachable, empowering people with simple products that support their financial journey. The core brand values are: empowering, simple to use, prosperous.

The main challenge was to design a visual identity that could resonate with a diverse audience – from millennial crypto-novices, to advanced traders, to institutional clients. The identity needed to balance strength and accessibility, giving SmartFi a visual language that feels engaging and trustworthy for all user groups.

I worked on this project together with Cs. Niki, who led and organized the process. We shared the tasks equally and collaborated closely throughout. I am truly grateful for the opportunity to work with her on creating this brand.

We started from SmartFi’s brand values and product mission, building a design system that embodies empowerment, simplicity, and prosperity. The logo design began with geometric shapes — circles representing completeness and balance — with half-circle elements forming upward motion, symbolizing growth. Bright gradients and a modern sans serif typeface (Poppins) reinforced the approachable yet bold character of the brand.
The process extended into defining clear rules for typography, iconography, color pairings, and graphic elements, ensuring consistency across digital and print touchpoints.

• New brand name

• Full visual identity system

• Logo + favicon design (color & monochrome versions, spacing rules)

• Brand color palette & gradient system

• Typography guidelines & hierarchy

• Iconography & graphic elements

• Website design

• Custom illustrations from scratch (not stock)

The result is a vibrant and empowering identity that reflects SmartFi’s mission: to make wealth creation accessible to everyone. The visual system supports clear navigation across products, engages younger audiences with bold gradients, and builds trust among more advanced and institutional users. SmartFi now has a cohesive, modern brand that can grow alongside its platform and community.