Esyn

• Developed comprehensive brand identity for AI-driven financial data startup
• Created minimalist, distinctive visual system based on the concept of data flow
• Designed cohesive elements from logo to UI components for a modern fintech presence

Overview

Nestled in the heart of Stockholm, esyn is an AI-driven financial data startup poised to shake up the world of B2B data transfer. Their innovative digital invoice management solution embodies the cutting edge of modern fintech, promising to streamline financial processes like never before.

While product design has been my primary focus, I've always harbored a passion for branding. The esyn project was a perfect opportunity to blend these interests, allowing me to apply my diverse skill set to shape a brand identity that truly captures esyn's innovative spirit. It was a chance to paint on a broader canvas, crafting a visual story that would resonate with esyn's groundbreaking technology.

Diving deep into esyn's world

Every great design journey begins with exploration. For esyn, this meant immersing myself in their world - understanding their history, market position, character, value proposition, and customer needs. It's like getting to know a new friend, discovering what makes them tick.

I love to imagine: if this company were a person, who would they be? What would they wear? How would they spend their free time? For esyn, it was all about embodying dynamic flow and transformation, synthesis and integration, modernity and safety. These concepts became the north star for our design direction.

Crafting esyn's visual signature

When it came to esyn's symbol, I wanted something that was minimalist yet profound. Drawing inspiration from the distinctive 'S' in esyn's name, we created a symbol that captures the fluidity of data flow and the seamless integration of services.

At the heart of the design is a spark-like element, representing the transformative energy of esyn's technology. Paired with a wordmark in the technical and reliable D-DIN typography, the logo became a beacon of both solidity and innovation - perfectly encapsulating esyn's essence.

Painting esyn's world

Choosing the right colors was like selecting the perfect palette for a masterpiece. We landed on a scheme of greens and teals, expanded with touches of cyan and shades of grey. This combination beautifully reflects esyn's streamlined processes and the clarity they bring to financial management.

Bringing concepts to life

For iconography, we went bold with 3D designs. This choice not only highlights the company's modernity but also effectively communicates the core aspects of esyn's services - from robust security to insightful analytics.

Visualizing the invisible

To illustrate esyn's personality, we opted for abstract designs that capture the essence of fluid transformation and digital data flow. These visuals serve as a metaphor for esyn's seamless integration of technology into financial processes, reinforcing the brand's narrative of innovation and efficiency.

Bringing it all together

The true test of a brand is how it lives in the real world. We applied our branding elements across various touchpoints to ensure coherence and impact. From the user interface to marketing materials, each interaction was designed to reflect esyn's commitment to leading the digital finance revolution with efficiency and clarity.

Reflections on a journey

Crafting a visual identity from the ground up is always an exciting journey, but seeing it align perfectly with esyn's strategic vision was truly rewarding. Presenting the final work to the client and watching it embody esyn's ethos was a defining moment in my career. It reinforced my belief in the power of thoughtful, strategic design to not just represent a brand, but to elevate it, making the invisible visible and the complex beautifully simple.