Self is a venture-backed fintech startup with a mission to help people build credit and savings. Working with Design Director, Kai Rader of Metalab, my goal was to fulfill the Self vision. Self wanted to stand apart from the rest of the financial sector by feeling more warm, welcoming, and human than existing capital interest apps.

Taking into account the way other finance apps chose to represent themselves, digital, clinical and robotic, we felt that the key to make Self unique was to make it warmer and more human. To achieve this we incorporated familiar elements from everyday life. A hi-five from a friend, opening your front door with a key, a gift from a friend. The style of execution included a dot pattern and lines that were just a couple of pixels misaligned. A throwback to the imperfections of analog printing.

Additional personality was added by the talented animation team at mellomotion.co through their playful animation treatment.