New Visual Direction of Qwale Kev Tsim Hom Lag Luam by Ruiqi Sun

New Visual Direction of Qwale Kev Tsim Hom Lag Luam by Ruiqi Sun is a highly esteemed winner of the very prestigious 2024 A' Design Award Hlau in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

HlauDuab Kos· 2024

New Visual Direction of Qwale Kev Tsim Hom Lag Luam

by Ruiqi Sun

Client: Qwale

A' Design Award Hlau Winner in Duab Kos Category

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Verified Award Winner

Verify Award Status for #159609

View at A' Design Award Press Release Award Badge

Colors

The Design

About New Visual Direction of Qwale Kev Tsim Hom Lag Luam

Qwale Txoj Kev Pom Tshiab tau hloov pauv qhov chaw ntawm kev tsim hom lag luam nyiaj txiag thev naus laus zis, muab qhov tseem ceeb rau UI thiab UX tsim uas yooj yim nkag siab rau Qwale app nrog rau kev tsim lub logo tshiab. Los ntawm kev tshawb fawb cov neeg siv dav dav thiab kev sib koom tes, Qwale tau dhau los ua ib qho niaj hnub, tsom rau cov neeg siv hauv kev lag luam. Lub logo tshiab tau qhia txog Qwale tus ntsuj plig tshiab thiab kev mob siab rau kev txhawb nqa lub zog nyiaj txiag, qhia txog kev hloov pauv loj hauv nws tus kheej.

The Recognition

About the A' Design Award Hlau

New Visual Direction of Qwale Kev Tsim Hom Lag Luam yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. New Visual Direction of Qwale Kev Tsim Hom Lag Luam xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. New Visual Direction of Qwale Kev Tsim Hom Lag Luam tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Transformed fintech branding by concentrating on a strategic overhaul of the logo and an intuitive user-centric design for its mobile app. This innovative project, driven by color psychology and in-depth user research, has successfully rebranded Qwale as a contemporary, user-focused player in the fintech industry.
Dimensions & Packaging: The new logo merges precision with accessibility, using a grid system for balance, SVGs for versatility, and the golden ratio for the Qwale bird, ensuring visual integrity. Adhering to AAA color contrast standards enhances readability for all, embodying our ethos of clarity, professionalism, and inclusivity.
Tags: logo design, UI design, user-centric design, color psychology, digital accessibility, brand identity, fintech, startup
Production Technology: My design process was anchored in user-centric methodologies, including in-depth interviews, persona development, journey mapping, and story mapping to ensure the fintech app's UX/UI and logo resonated deeply with the target audience. Color choices were informed by rigorous color psychology research, selecting hues that evoke trust, clarity, and empowerment. This comprehensive approach, coupled with the commitment to aligning the design with users' needs and aspirations, underpins the effectiveness and innovation of this rebranding project.
Design Challenge: The creative challenge in redesigning Qwale's logo revolved around modernizing its identity while maintaining brand recognition. Internally, I balanced historical loyalty with the need for a fresh, socially relevant appeal. Externally, compliance with digital accessibility laws shaped my design decisions. I navigated production limitations by leveraging current graphic design technologies and information on color psychology. Overcoming these obstacles required iterative design, extensive user testing, and adapting to evolving tech standards to create a logo that resonates across diverse user demographics.
Research: The logo redesign for Qwale Credit Builder involved qualitative research, focusing on color psychology and user preferences to enhance brand appeal. I tested prototypes and gathered feedback, particularly on color choices like blue and purple, known for evoking trust and stability. Insights from user interviews influenced the final design, emphasizing a dark theme for privacy and security. This research-driven approach aims to boost user engagement by aligning design with psychological principles and user expectations.
Inspiration: Leveraging color psychology and symbolism, our fintech app's rebranding merges blue and purple for trust and clarity, with a Qwale bird logo symbolizing freedom and growth, embodying financial empowerment and distinctive identity.
Project Duration: The project, including the further App UI redesign, started in April 2023 in New York City and finished in June 2023.
Operation Flow: The Qwale App logo is designed for seamless interaction, utilizing SVGs for flexibility across devices. Its color scheme and bird motif embody progress and freedom, engaging users at first glance. The logo enhances user experience by adapting to different interfaces, ensuring accessibility with high color contrast. This thoughtful design not only improves visual appeal but also supports better navigation and user comprehension, making the app more intuitive and effective in helping users achieve their financial goals.