Pulse
Making Money Feel Human
Client
Pulse
Year
2024
Services
- Digital Experiences
- Web Design & Development
- Visual Identity
Overview
Pulse is a fintech platform that helps freelancers and small business owners manage their finances. They had the technology right but needed a brand and digital experience that felt approachable without being patronising.
The Challenge
Fintech brands oscillate between two extremes: cold and corporate, or overly playful and untrustworthy. Pulse needed to thread the needle — professional enough to be taken seriously, warm enough to feel like a partner.
Creative Strategy
We built the brand around the concept of 'financial clarity.' The visual system uses data visualisation as a design element, turning numbers and charts into something beautiful. The tone of voice is direct, honest, and occasionally witty.
Execution
The app interface was redesigned from the ground up, with a focus on reducing cognitive load. We created a custom illustration system, a dynamic colour system that responds to financial health, and micro-interactions that make every action feel intentional.
Results
User retention increased by 65% post-redesign
App Store rating improved from 3.2 to 4.8 stars
Customer support tickets reduced by 40%
Series B funding of $28M closed partly on brand strength
Next Project
Echo Records