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Figures

Contributed by Pangram Pangram on May 28th, 2024. Artwork published in .
Figures 1
Source: www.duties.xyz Duties. License: All Rights Reserved.

Neue Machina and Neue Montreal are the brand typefaces by Figures. From the case study by Duties:

Figures is a tech-driven accounting firm that “transforms how businesses handle their finances through an AI-powered platform”.

To assist with their relaunch, we defined their brand strategy, developed a new company name and produced a compelling visual identity and website. From large established accounting houses to smaller independent operators, the financial services sector is an increasingly competitive space. How could we assist this Norwegian fintech to relaunch its offering and claim its position as a future-focused accounting business that is both innovative and trustworthy? With a project timeline of just three weeks, we had several challenges to overcome.

The identity is built around the notion of figures as diagrams and silhouettes, combined with references from ancient accounting practices and utilitarian design cues. Fusing future-forward aesthetics with sophisticated minimalism, the identity uses visually striking imagery to inject a human and historical element to offset the artificial nature of the technology space.

The logo symbol references the historical use of clay tokens and beads in accounting, resulting in a stacked form that represents stability and simplicity. Surrealist imagery using texture and depth adds a layer of authenticity and intrigue to the identity. Impactful hero typography embodies a utilitarian and futuristic aesthetic, with subtle details reminiscent of analogue production and printing techniques.

A comprehensive website was designed to showcase the various financial services and products offered by Figures. Built in Framer with CMS functionality, the site received top Lighthouse performance scores and features a unique menu navigation design and subtle animations and interactions to enhance the overall brand experience. Cards are used throughout the UI to clearly define blocks of content and to mirror rounded frame elements used throughout the identity. A subtle colour palette creates a sense of calm and clarity in a world of digital noise.

Figures 2
Source: www.duties.xyz Duties. License: All Rights Reserved.
Figures 3
Source: www.duties.xyz Duties. License: All Rights Reserved.
Figures 4
Source: www.duties.xyz Duties. License: All Rights Reserved.
Figures 5
Source: www.duties.xyz Duties. License: All Rights Reserved.
Figures 6
Source: www.duties.xyz Duties. License: All Rights Reserved.

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  • Neue Machina
  • Neue Montreal

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