Kudimata
Most financial products assume you already understand them. Kudimata starts from the other end, at the moment before someone has confidence with money. The brand had to earn trust without sounding like the bank that scared them off in the first place.
University students, early-career professionals, first salary in hand. We interviewed forty of them before drawing a single button. The single most repeated word was "embarrassed." The brief became: build a product that never makes anyone feel that.
Every screen has one job. The home screen asks one question. The savings screen shows one number. We treated financial jargon like a foreign language: translated, never left untranslated, never quietly tolerated.
A soft green that reads as growth without referencing currency. A warm cream as the canvas. One deep ink for type. We deliberately avoided every cliché of money: no gold gradients, no dollar signs, no metaphors involving piggy banks.
“Saving feels different when the product believes you can.”
Transitions are slow on purpose. Numbers count up, never appear. The interface breathes between actions, so the user has a moment to register that something happened. We optimised for the second of recognition, not the millisecond of speed.
Campus posters, billboards, in-product education, the explainer videos that play before someone takes their first deposit. Every surface is a chance to remove an inch of intimidation, and the system is sized so the team can keep doing that without us in the room.
Next project
Sofa Doors
A new identity for a contemporary door manufacturer. We crafted a wordmark and mark that read like the product itself (quiet, precise, built to last), and a system that carries across showroom, packaging, and web.
