Interview about New Visual Direction of Qwale Brand Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
The New Visual Direction of Qwale has transformed the landscape of fintech branding, prioritizing an intuitive UI, UX design for the Qwale app alongside a strategic logo redesign. Through extensive user research and collaborative efforts, Qwale has emerged as a modern, user-centric player in the industry. The revamped logo encapsulates Qwale's innovative ethos and dedication to financial empowerment, marking a significant evolution in its identity.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe integration of blue and purple in Qwale’s visual identity was a deliberate decision rooted in color psychology and user preferences. Blue is commonly associated with trust, security, and reliability—qualities essential in a fintech platform where users need to feel confident in managing their finances. Purple, on the other hand, symbolizes creativity, innovation, and luxury, which reflects Qwale’s modern, forward-thinking approach to financial empowerment. The combination of these two colors creates a visual narrative that balances stability and innovation, promoting both trust and empowerment.During the design process, I conducted user interviews alongside MVP product user testing, and the results confirmed that most users found this color pairing to be highly appealing. They perceived it as both calming and aspirational, which further reinforced the brand’s mission to guide users towards financial freedom. The blue provided a sense of security, while the purple introduced an element of aspiration and creativity. This color choice, therefore, not only adheres to color psychology but also aligns with user preferences, strengthening Qwale’s ability to connect emotionally with its audience and foster a sense of financial empowerment.
The bird symbol was chosen as a powerful metaphor for freedom and growth, both of which are key values Qwale represents. In a fintech context, users are often seeking liberation from financial constraints, and the bird visually encapsulates this desire for freedom, independence, and the potential for growth. The inspiration came from the idea that just as a bird soars freely in the sky, users of Qwale should feel empowered to take control of their financial future. In terms of simplicity, I focused on creating a minimalist, stylized bird that conveys these values without overwhelming the viewer. I wanted the symbol to resonate with the fintech audience by being versatile, memorable, and highly recognizable—whether it’s on a mobile app, a website, or a promotional material. Its clean lines and fluid form ensure it stands out, yet retains a sense of sophistication that appeals to the modern, design-conscious financial user.
Journey mapping and story mapping were integral to understanding Qwale’s users and designing an identity that truly speaks to their needs. Through journey mapping, we identified key touchpoints where users interact with the brand—whether it’s during onboarding, making transactions, or seeking financial advice. This helped us pinpoint where to focus our efforts on simplifying complex processes and ensuring a smooth, frictionless experience. Story mapping, on the other hand, allowed us to visualize the emotional arc of the user’s journey. It helped inform our decision to use softer, reassuring tones in the design, emphasizing clarity and transparency. For instance, the decision to use approachable fonts and a clear hierarchy in the visual elements stemmed from understanding that fintech platforms can often feel overwhelming, so we wanted Qwale to feel accessible and empowering. These insights directly influenced elements like color contrasts, typography choices, and layout decisions that prioritized ease of use and trustworthiness.
Balancing accessibility with aesthetic appeal was a key priority throughout the design process. The AAA color contrast standard is crucial, particularly in fintech, where clarity is paramount. To achieve this, I paid careful attention to the relationships between background and text colors to ensure legibility, especially for users with visual impairments. This also aligned with the goal of creating a brand that exudes reliability and professionalism. To maintain visual appeal while meeting these standards, I used a carefully calibrated color palette that incorporated high contrast while still feeling harmonious. This balance was particularly challenging when working with the dark theme, which required careful testing to ensure text and icons stood out clearly without detracting from the overall aesthetic. By choosing subtle gradients and thoughtful color pairings, I ensured that the design remained both accessible and visually engaging, demonstrating that user-centric design can be both functional and beautiful.
Modernizing Qwale’s brand identity was essential to keep it relevant in the rapidly evolving fintech landscape, yet it was equally important to preserve the essence of what made the brand recognizable. My strategy was to build on the existing brand elements—such as the core color scheme and the familiar geometric patterns—while introducing more contemporary design elements. I streamlined the logo and emphasized its symbolism of growth and empowerment, ensuring it retained its association with Qwale’s established values. Additionally, I focused on subtle modernizations, such as the introduction of gradients, more dynamic typography, and sleek iconography that kept the visual language fresh without completely departing from the original. This balance allowed the brand to feel forward-thinking yet instantly recognizable, reinforcing the message that while Qwale is evolving, its commitment to its users’ financial empowerment remains unchanged.
The grid system and golden ratio are timeless principles that bring structure and balance to any design. For Qwale, these classical principles were essential in creating a sense of visual harmony across the brand’s various applications, from mobile to desktop interfaces. The golden ratio, in particular, guided the proportions of key elements, ensuring that the layout was aesthetically pleasing while maintaining a logical flow of information. This was particularly important in fintech, where clarity is crucial. The grid system allowed for consistency and alignment across all digital platforms, making the interface intuitive and easy to navigate. These principles served as the foundation for organizing visual hierarchy, from typography to imagery, ensuring that users could effortlessly engage with content while enjoying a harmonious, visually balanced experience.
One unexpected discovery during user testing was how sensitive users were to the emotional tone of the design. Initially, I had placed more emphasis on functionality and accessibility, but the feedback revealed that users also wanted to feel emotionally connected to the brand. This led to a shift towards incorporating more organic shapes, softer edges, and a warmer overall aesthetic, which resonated more with users seeking empowerment. Additionally, the dark theme, while initially intended to enhance privacy and security, was met with mixed reactions. Some users found it visually draining, so I introduced adjustable theme modes (dark and light) to accommodate varying user preferences. This testing revealed deeper insights into user emotions and comfort, ultimately guiding me to refine elements of the design to strike a better balance between professionalism, emotional engagement, and user preference.
User feedback played a significant role in the decision to implement a dark theme for Qwale. In fintech, privacy and security are key concerns, and the dark theme was initially introduced to symbolize these values by evoking a sense of secrecy and protection. However, during user testing, many users expressed a preference for a theme that felt less harsh on the eyes, especially during extended use. Based on this feedback, I added customizable theme options, giving users the ability to toggle between light and dark modes. This approach has positively impacted user engagement, as it empowers users to choose their preferred visual experience while maintaining the security-focused aesthetic of the brand. The dark theme, paired with a secure and transparent user interface, has since enhanced user trust, increasing both engagement and retention rates.
Completing the Qwale rebrand in just three months was certainly a challenge, but the timeline was manageable due to a combination of thorough planning, efficient processes, and close collaboration with the team. I set clear milestones and maintained constant communication with stakeholders to ensure alignment from the outset. By leveraging agile design methods, I was able to iterate quickly and incorporate feedback in real-time. We prioritized key design elements such as the logo, color scheme, and user interface, ensuring that they were developed early on, allowing for more time to refine other components. The compressed timeline also meant making quick decisions without overcomplicating the process, which ultimately led to a focused, high-quality outcome.
The recognition of Qwale's brand identity, including the A' Design Award, signifies a growing trend in fintech towards blending aesthetics with functionality in ways that prioritize user trust and emotional engagement. This project underscores the importance of designing with a deep understanding of color psychology, user behavior, and accessibility standards. Moving forward, I believe this approach will inspire other fintech brands to consider the emotional aspects of their design, creating a deeper connection with users through thoughtful, intuitive visual languages. The success of Qwale highlights the potential for brands to modernize their identities while retaining core values and principles, ultimately influencing how fintech companies approach design and branding in the future.
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