Muscle Branding and Website Design

Muscle is a fin-tech platform that leverages AI and Machine Learning algorithms to manage loyalty programs for financial institutions producing personalized offers in real time through a patented Smart Point Redemption Technology. Although Muscle initially is working directly with banking and retail clients and not selling its service directly to consumers, the branding was designed to look consumer and user friendly as well. Fin tech startup brands should portray the security of the finance industry, but have a UX friendly look and feel - for this is a valuable attribute in tech start ups. One of Muscle technology’s value propositions is an improved point redemption platform in terms of user experience, so the branding had to be designed aligned with this non-tangible value.

The logo designed uses a strong deep blue to transmit confidence and seriousness, mixed with a bright orange tone that expresses change and growth. The logo created represents a point that grows outwards, expanding itself exponentially by Fibonacci sequence figures. It is meant to symbolize Muscle’s ability to maximize the perceptive value of each point through its AI-driven smart redemption technology, which translates into growth for clients that are using Muscle’s services and platform.

Along with the branding and logo, an investors deck was designed following the new branding guidelines and look and feel to present an investment proposal and find potential investors. Because not all the potential investors were from a finance or technology background, the slide deck had to be designed in a comprehensible, simplified way. The slide deck was successful in achieving the investment goal after a Series A funding at a $12 million valuation.

A short landing page website was also designed to introduce the new technology to potential clients. It explained Muscle’s value proposition, methodology and integration options among other benefits the platform offered, with a contact form in the end for any client interested in learning more about the platform.