A spark for a new way to access finance.
FlintFin connects businesses looking for finance with investors and syndicates who suit them. We named it, then built an identity that feels quick and open: a lowercase wordmark, a two-part spark and one red kept for the moment things start.
Investors and syndicates looking for the right deals, on a secure platform.
Businesses that need finance, and want to apply quickly and meet compatible investors.
Two words that say what the platform does.
We named the platform FlintFin. Flint is the stone you strike to start a fire. Fin is short for finance. Put together, the name describes the job: getting things started for businesses that need funding.
It is short, easy to say and splits cleanly in two, so the app could simply be called Flint. That split also set up everything that followed: two weights in the wordmark, two strokes in the spark, two words in the line.
The stone you strike to make a spark.
Short for finance.
The short form, used for the app: “Get Flint on your phone.”
Strike flint, and you get a spark.
The name gave us the mark. Flint is what you strike to start a fire, so the mark shows the moment it catches: two weighted strokes thrown off to the right, round at the head and tapering towards the point of contact.
Two strokes also suit a platform with two sides. The brand line splits the same way, with Invest. for investors and Ignite. for businesses.
The wordmark stays calm so the spark can move. It is set in lowercase, with flint in a regular weight and fin in a light one, and the spark sits just above the final letter.
original artwork
Always leaning forward
Both strokes rise to the right. The mark reads as movement at any size, from a billboard down to an app icon.
Open, not institutional
Lowercase letters, rounded ends and plenty of white space make a finance brand feel approachable rather than guarded.
Red means start
Red shows up where something begins: the spark, the word “Ignite.” and the call to register. Everything else is charcoal on white.
A small kit, used with discipline.
One wordmark, one mark, three colours and a clear split between red and white. The same parts carry across paper, outdoor, the app and the web.
A clean geometric sans carries the line and supporting copy. The wordmark switches weight mid-word, so “flint” reads as the anchor and “fin” as the lighter tail.
Layouts split into a red field and a white field. Red holds the product and the action; white holds the name and the promise. Outdoor artwork, corrected from the original mockup's perspective.
Where the spark lands.
The original applications, upscaled from the presentation files for this case study.
Letterhead, red reverse sheet, envelope and business cards. The logo leads on the front; the spark signs off on corners and reverses.
On the envelope the line and the mark run together.
A backlit panel that puts the app and the promise side by side: “Flint allows you to quickly and easily apply for business finance while pairing you with your most compatible investors.”
The spark, reversed out of red.
The icon uses the letterhead's reverse with nothing added, so the two strokes still read at home-screen size.
Rebuilt as vector from the outdoor artwork for this case study.Think outside the bank.
A home page led by the identity.
The spark carries the page and each audience gets its own door on the first screen: “Invest.” for investors, “Ignite.” for businesses. Scroll it, switch to mobile, and press a button to see the spark load.
Live, scrollable prototype. Buttons show the spark loader.
The spark as a loader
The intro strikes the spark, flashes red and lands it in the logo. The same motion runs inside buttons while something loads.
Two doors, first screen
“Invest.” and “Ignite.” become the two entry cards under the headline: grey for investors, red for businesses.
A line that fills
The ecosystem copy becomes four steps, Apply, Evaluate, Match and Decide, joined by a red line that fills as you scroll.