Responses by Thomas Kurppa, chief creative officer, Kurppa Hosk
Background: In the last year, personal finance app Tink has expanded from its origins in Stockholm, Sweden to become a global provider of financial technology. However, a majority of people associate financial management as something boring, too complex and time consuming. Working side by side with Tink’s team, our purpose was to help the brand fulfill its mission of making it easy for people to understand their money and make smarter financial decisions.
Reasoning: The new design strategy gives clear connotations to Tink’s core beliefs, regardless of the user. Also, the two contrasting visual ingredients, finance and happiness, were a treat for us to work with. These two ideas presented us with a visual friction, which contributed to a dynamic language.
Challenges: How to achieve visual and experiential “financial happiness” for the users, and doesn’t compromise the earnestness and coherence of the service.
Favorite details: That the new visual identity goes beyond just a logotype; it’s more of a scheme composed of several “ingredients” that come together to create a distinctive visual language that makes the Tink brand instantly recognizable and sets it far apart from the rest of the financial technology landscape.
Visual influences: Art and science.
Anything new: We learned that order and structure could collaborate with playfulness and the unexpected to create something truly unique.