smallcase
Fintech
Identity Design
Over four years, I worked with the Smallcase design team to shape a brand that feels equal parts trustworthy, modern, and distinctly Indian. As the company scaled from a niche investing platform to a household fintech name, the challenge was to build a cohesive visual language that could grow with it.
The work began with defining how the brand should look, sound, and behave. From colour systems to illustration styles, every element was designed to reflect Smallcase’s core values of transparency, simplicity, and accessibility. The goal was to make finance feel less intimidating and more human.
Illustrations became central to the brand’s storytelling. We developed a system that explained complex financial ideas in a way that felt friendly and culturally relevant. Campaigns like “The Halo Effect” and “Invest Like a Farmer” used metaphor and visual wit to bring financial literacy into everyday language.
As the product range expanded into mutual funds and new investment tools, the brand identity had to stay flexible without losing its recognisable essence. The visual system extended across web, social, print, and out-of-home campaigns, maintaining consistency while allowing room for experimentation.
smallcase’s identity evolved into something familiar yet aspirational, a fintech brand that doesn’t speak in jargon but in ideas people can relate to. It is a rare example of design maturity in finance, built slowly and intentionally, one campaign at a time.
