Tradecard
Visual identity and brand development for a fintech startup serving tradespeople
27 May 2023
Brand identity & marketing collateral
Tradecard
Tradecard was a startup aiming to simplify financial admin for workers in the construction and maintenance industries — from expenses to tax. As the team worked to secure early investment, I partnered with the founders to shape their brand’s visual identity and help define how the business would present itself to potential backers and users.
Drawing on the world of tools, trades, and industrial signage, I developed a series of bold, distinctive identity directions — balancing high-impact recognition with a utilitarian edge. One route in particular used stencil-inspired cutouts to create a clear visual link between the brand and its audience. While not all proposals were taken forward, they helped crystallise the brand’s tone and character.
Alongside the logo work, I contributed visual collateral to support pitch decks and early marketing materials. This project highlights how brand strategy and design thinking can add tangible value even at the earliest, most fluid stage of a company’s journey.