Timeline
2 week sprint
Team
Founders · Design (me)
Classification
1. Intro
A fintech startup providing insurance and related services focused on helping families prepare for the financial issues of aging. They reached out for branding, an initial dashboard, and onboarding designs to present to investors.
The challenge
Translating a deeply personal subject into a credible commercial product — in two weeks.
2. What it did
Delivered an investor-ready proposal: brand identity, onboarding flow, dashboard, and caregiver portal in 14 days.
Helped founder translate their initial vision into a product.
3. Creative system
Photography seemed like the wrong way to go — paid actors showing grief might have been insensitive. I created a custom set of illustrations reflecting the nature of the situation but still giving hope.
The color palette symbolizes empathy, stability, and trust: grounding blue as a primary color to keep the product in the fintech realm, coral and salmon for softness, minty green for hope and vitality. The font is neutral and rounded to soften the overall feel.
4. Product structure
The most significant part of onboarding was finding ways to display transparent and somewhat personalized rates before registering, then further specifying the detailed rate with a thorough questionnaire. Wireframes were built on competitor research and stakeholder industry knowledge, a streamlined flow that collects substantial medical information and, based on quick quantitative testing, is not too bothersome for the user.
5. My role
Brand direction, illustration, visual identity, marketing website and intial platform sketches — end to end, with full creative trust from the stakeholder.
