FlowFi had a strong proposition — a platform that goes beyond bookkeeping to unlock financial insights and actionable data-driven strategies to accelerate growth — but the brand was stuck in the SAS sea-of-same.
We needed to showcase their philosophy in a way that felt fresh while maintaining a feeling of expertise — bold but still accountable. So we focused less on what FlowFi does and more on what FlowFi allows you to do.
We built them a foundational, extendable, future-facing system with a dynamic logo and elements that flip the expectation of an accounting platform on its head.
Our flexible logo was built to adapt to its format, literally stretching the financial element (Fi) to reach further.
The green tonal palette introduced a fresh take on the aesthetic of spreadsheets while showcasing a range of growth.