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The Brief
The client came to us with a product thesis and a deadline — but nothing visual. No logo. No colors. No product screens. No design system.
The product: a stablecoin-native remittance platform built to let migrant workers send money across borders without the 5–8% fees that traditional services charge. Fast, cheap, USDC-backed. Competing directly with Wise, Remitly, and the new wave of neobanks.
They needed a brand and a product. Both had to be ready before their seed round conversations started.
We had roughly eight weeks.
The Problem with Fintech Design in This Space
Remittance apps have a design problem that goes deeper than aesthetics.
Most of them look like one of two things: a traditional bank — sterile, clinical, trust-through-familiarity — or a crypto app — dark mode, token logos, graphs everywhere. Neither works for the actual user.
The real user is a migrant worker in Houston sending money to their family in Mexico. They don't care about blockchain. They don't trust banks. What they care about is:
Will my family get the money? Will it arrive today? How much will be lost on the way?
The design job is to answer those three questions before the user even touches a button. That's a trust problem, not a visual problem.
We started there.
Brand Identity
Discovery
Before opening Figma, we ran a positioning workshop with the founding team. Five core brand values emerged from that session: Agency, Clarity, Reliability, Respect, Momentum.
These aren't decorations — they became the filter for every design decision. When two directions were equally viable, we asked: which one communicates reliability without looking institutional? Which one shows momentum without feeling reckless?
Logo
The logomark is an abstract F — constructed from geometric blocks that suggest both movement and precision. Not a gradient crypto coin. Not a bank shield. Something that reads as modern fintech without the visual noise of either category.
It works at 16px on a notification icon. It works at 3 meters on an OOH billboard. That range was non-negotiable.
Type & Color
Type system: DM Sans paired with Roobert. DM Sans for UI — neutral, legible, functional. Roobert for brand moments — slightly more personality, works well at large sizes for headlines and marketing.
Color: electric green as the primary action color, deep teal as the brand anchor. The green communicates speed and value — money moving, not waiting. The teal grounds it. The combination reads fintech without reading crypto.
Visual System
3D metallic illustration direction for marketing assets — the kind of tactile, premium quality that signals this is a serious product. Motion principles for micro-interactions and transitions. App icon in both light and dark variants. Full brand guidelines covering logo usage, spacing, color application, and don'ts.
OOH mockups to show the client how the brand behaves at scale — bus stops, billboards, phone screens — all in one visual language.
Product Design
The Core Tension
This product has two primary user groups with different mental models.
Senders — typically workers in the US or Europe — prioritize speed, low fees, and confidence that the transfer will complete. They've often been burned before by hidden charges appearing at the last step.
Receivers — family members in Latin America or Southeast Asia — prioritize control, USD value preservation, and easy access to funds. Many are unbanked or underbanked.
Both had to feel like first-class users. The product can't feel like it was built for senders with receivers as an afterthought.
Onboarding
Social login to reduce friction at the top of the funnel. Progressive disclosure — we don't ask for everything upfront. KYC requirements are introduced only when they're relevant to the action the user wants to take.
The onboarding communicates key trust signals early: fee transparency before the first transfer, USDC backing explained in plain language (not crypto language), and support visibility so users know where to go if something goes wrong.
Core Flows
Home screen: balance overview, quick actions (Send, Add Money, Withdraw), and recent activity organized by contact rather than by transaction — because users think about people, not ledger entries.
Send flow: optimized for speed. FX rate shown upfront, before commitment. No hidden steps. Confirmation screen that looks like a receipt, not a warning.
FX Converter: real-time rates, clear comparison to competitor rates where possible. The product's value proposition is price — the UI should prove it, not just claim it.
FlyraTags
Instant peer-to-peer transfers using a simple username system. No wallet addresses. No copy-paste errors. Works like Venmo or Cash App but cross-border. This was the feature most likely to drive word-of-mouth — users telling family members "just send it to my FlyraTag."
Card Design
Visa debit card in the brand identity — electric green on deep teal. Physical and virtual variants. The card is also a brand moment — users who pay with it in a store are holding a visual argument for why they should trust the product.
Dark & Light Modes
Full UI coverage in both. Dark mode for users who prefer it on mobile; light mode for contexts where the UI needs to feel more approachable. Both modes use the same component library — no separate design system branches.
Social Media System
We designed a content system alongside the product — not as a separate project, but as an extension of the same visual language.
Instagram post templates, brand messaging series, and content direction. The goal was to give the marketing team something they could execute without a designer present: clear templates, clear rules, clear don'ts.
This matters more than most clients realize. A strong brand breaks down quickly when the social content doesn't follow the same system. Consistency at every touchpoint is what makes a brand feel trustworthy — and in remittance, trust is the product.
What We Learned
Crypto aesthetics are a liability in consumer fintech.
The users this product is built for have no relationship with Web3 culture. Dark mode + blockchain iconography = confusion or distrust for most of them. The visual language had to feel like a modern consumer app — closer to Revolut or Monzo than to any DeFi product.
Trust is communicated before the first interaction.
By the time a user taps "Send," the brand has already done most of the trust-building work. Logo, colors, copy tone, illustration quality — these are the signals users read in the first 3 seconds. If those signals are off, no amount of good UX in the flow recovers them.
Designing for two audiences isn't twice the work — it's different work.
The sender and receiver experiences share a component library but diverge in emphasis and flow. The mistake is trying to unify them too early. We kept them separate until we understood what each user needed to feel confident — then found the overlap.
The Output
- Full brand identity system: logo, type, color, illustration, motion, guidelines
- 5 marketing-ready product screens for landing page, pitch deck, and paid ads
- Dark and light mode visual direction
- Visa debit card design
- Social media content system and post templates
- OOH mockups
Three months. Zero brand to investor-ready identity and product visuals.
Related: The Complete Guide to SaaS Onboarding UX · The Hims Effect: Why Healthtech Built a Clone Factory
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