FineWise — Brand Creation for a London Tech Startup
I created the full brand for FineWise, an ambitious London-based tech company set to transform how road fines are managed. Designed to simplify a £2.8B industry still weighed down by outdated systems, the platform delivers real-time alerts, one-tap payments and smarter appeals — putting speed and clarity back in the hands of drivers, councils and fleets.
My work spanned brand strategy, naming, visual identity and digital design across app, website and platform. The result is a brand that feels innovative, trustworthy and user-friendly — setting FineWise apart in the GovTech and SaaS space as it gears up for rollout across the UK.
Brand Strategy & Positioning / Brand Naming / Visual Identity / App UX Design / Marketing Strategy
Finding the Right Position
FineWise was built to tackle a £2.8B problem in road fines with clarity and confidence. My role was to shape the brand positioning so it felt innovative and trustworthy — balancing the authority needed for councils and fleets with the energy and accessibility that would appeal to everyday drivers.
Naming with Purpose
The name FineWise was created to be direct, memorable and scalable. It communicates smartness, simplicity and peace of mind, while standing out in a market dominated by dry, bureaucratic terminology. Short, sharp and modern — designed to work across app icons, dashboards and nationwide campaigns.
A Bold, Tech-Forward Identity
The visual identity is vibrant, approachable and unmistakably modern. From the logo system to the digital colour palette, every element was designed to feel like a consumer-facing tech brand rather than a government tool. This gave FineWise the credibility to work with councils and fleets while still resonating with a new generation of drivers.
Designing the Experience
Alongside the brand, I led the design of the FineWise app and user experience. The goal was to make fine management feel as simple as mobile banking — real-time alerts, one-tap payments and seamless appeals. The design is intuitive, bold and engaging, helping transform a frustrating process into something quick, easy and stress-free.
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