Esyn

• Creating the visual identity for an AI fintech startup
• Building the logo and visual system around the flow of data between services
• Applying the identity across UI components, illustrations, and marketing materials

Overview

I created the visual identity for esyn, a Stockholm-based AI fintech startup building a product for invoice management and B2B data transfer. The project gave me a chance to bring my interest in branding into my product design work.

Context

I started by understanding esyn's history, market, and product so the identity could express what made the company distinctive.

Imagining esyn as a person helped me define four qualities for the brand: precise, dynamic, modern, and trustworthy. These guided the visual identity.

Approach

The symbol uses the 'S' in esyn's name to represent data flowing between services. Paired with the D-DIN typeface, it gives the logo a technical but approachable feel.

Greens and teals, with touches of cyan and gray, reflect the clarity esyn brings to financial data.

3D icons give abstract concepts such as security and analytics a recognizable visual form.

Abstract shapes illustrate the flow of data, extending the visual language of the logo.

The identity extends across the app icon, interface, and marketing materials to keep the brand consistent.

Reflection

This project gave me room to connect brand strategy with the details of a product interface. The data-flow concept provided a consistent direction for everything from the logo to individual illustrations.