Modernizing a Fintech Brand for Clarity, Consistency, and Conversion

About the Project

FirsTech is a fintech company that helps businesses with payment processing. They partnered with us to refresh their brand and redesign their website during a HubSpot migration. The goal was to strengthen their digital presence and improve conversions.

The Challenge

FirsTech needed both brand and website updates that would: 

• Refine the logo and expand the brand system with new colors, typography, and iconography
• Introduce consistency across print, digital, and presentation collateral
• Redesign their HubSpot website for a modern, professional look
• Expand and organize content, with a focus on industry-specific solutions and an easy-to-navigate structure
• Improve imagery, add calls-to-action, and build technical SEO into the new site

The Idea

Together with the FirsTech team, we approached the project as both a brand refresh and a content-first web strategy. For the brand, we refreshed the logo and added clean variations, updated the typography, and introduced a brighter, more organized color palette. We also collaborated with the client to redesign their icons and imagery to better align with their professional and trusted presence.

On the content side, we collaborated closely with subject-matter experts to update copy, develop industry-specific messaging, and shape a consistent brand voice across the site. These updates transformed the website design into clean, professional layouts featuring gradients, icons, and clear calls to action that guide users through each solution.

The Work

• Branding: logo refinements, new typography, expanded color palette with gradients, updated icons, and brand guidelines
• Content Strategy: collaborated on copy updates to establish a consistent brand voice, crafted industry-specific messaging, and optimized the call to actions for conversion
• Website Design: minimal, professional design with organized layouts, updated imagery, and mobile responsiveness
• Website Development: built HubSpot drag-and-drop modules, repeatable templates for scalability, newsletter sign-up in the footer, and an SEO-friendly structure

The Impact

The refreshed brand and redesigned HubSpot site gave FirsTech a modern, cohesive presence that highlights its expertise and supports its business goals. The new platform not only strengthens brand trust but also improves user journeys—making it easier for visitors to find solutions, engage with content, and take action.