New Visual Direction of Qwale Njirimara Ụlọ Ọrụ by Ruiqi Sun

New Visual Direction of Qwale Njirimara Ụlọ Ọrụ by Ruiqi Sun is a highly esteemed winner of the very prestigious 2024 Ihe Nrite A' Design Award nke Igwe in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

IgweEserese· 2024

New Visual Direction of Qwale Njirimara Ụlọ Ọrụ

by Ruiqi Sun

Client: Qwale

Ihe Nrite A' Design Award nke Igwe Winner in Eserese Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About New Visual Direction of Qwale Njirimara Ụlọ Ọrụ

Ụzọ Ọhụrụ a na-ahụ anya nke Qwale agbanweela ọnọdụ akara fintech, na-etinye n'ihu nhazi UI na UX dị mfe ịghọta maka ngwa Qwale yana nhazigharị akara ngosi nke nwere atụmatụ. Site na nnyocha ndị ọrụ sara mbara na mbọ imekọ ihe ọnụ, Qwale abụrụla onye ọgbara ọhụrụ nke na-etinye ndị ọrụ n'isi ihe na ụlọ ọrụ a. Akara ngosi ahụ emeziri ọhụrụ na-egosipụta echiche ọhụrụ Qwale na nraranye ya n'inye ike gbasara ego, na-egosi mgbanwe dị mkpa na njirimara ya.

The Recognition

About the Ihe Nrite A' Design Award nke Igwe

New Visual Direction of Qwale Njirimara Ụlọ Ọrụ meriri A' Design Award nke Igwe, nnabata dị ugwu e nyere design ndị dị mma nke na-emezu ihe ndị a chọrọ n'ọrụ na ụlọ ọrụ nke a na-atụ anya n'ihe e kere eke ndị e mere nke ọma. Ndị meriri na Igwe na-egosi nka buru ibu, ọkachamara dị elu, nghọta ọkachamara na ikike imepụta nke ndị kere ha. A na-atụ anya na New Visual Direction of Qwale Njirimara Ụlọ Ọrụ ga-abụ ihe e kere eke a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya nke bụ ihe bara uru ma dị ọhụrụ. Design a meriri A' Design Award nke Igwe na-ejikọta ụzọ kacha mma nke ụlọ ọrụ ma nwee àgwà teknụzụ kwesịrị ekwesị jikọtara na ihe ọmụma na talent. A na-asọpụrụ New Visual Direction of Qwale Njirimara Ụlọ Ọrụ maka nlezianya ya ma e mere ya ka ọ nye mmeziwanye ndụ nke na-enyere aka ime ka ụwa bụrụ ebe ka mma.

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.