New Visual Direction of Qwale Tlaneltoquiliztli Machiyotl by Ruiqi Sun

New Visual Direction of Qwale Tlaneltoquiliztli Machiyotl by Ruiqi Sun is a highly esteemed winner of the very prestigious 2024 Mahuizolli A' Design Award Tepoztli in Tlacuilolli, Tlacuilolixiptlaliztli ihuan Tlachialtlanonotzaliztli Tlachihchihualiztli Competition Category.

TepoztliTlacuilolli· 2024

New Visual Direction of Qwale Tlaneltoquiliztli Machiyotl

by Ruiqi Sun

Client: Qwale

Mahuizolli A' Design Award Tepoztli Winner in Tlacuilolli 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 Tlaneltoquiliztli Machiyotl

In Yancuic Tlachiyalistli Ohtli Qwale oquimpatic tlalli tominchihualistli machiyotiliztli, quiyectenehua yolcuepal tlachiyalistli ihuan tequipanolistli chihualistli ipan Qwale tlatequitiloni auh machiyotl yancuicchihualistli. Ica miec tequipanolistli tlatemolistli ihuan nepantlatlequitiliztli, Qwale omotlali cen yancuic, tequipanoloniyollohtli tequitqui. In yancuicchiuhqui machiyotl quipixtia Qwale yancuicayotl ihuan tomin chicahualistli, quinextia cen huey patiliztli ipan itlaneltoquiliz.

The Recognition

About the Mahuizolli A' Design Award Tepoztli

New Visual Direction of Qwale Tlaneltoquiliztli Machiyotl ca in quicuic in Mahuizolli A' Design Award Tepoztli, tlamahuizoliztli tlen momaca in cualli dizayno in quitlalia in tlen monequi ipan tequitl ihuan tlachihualiztli in quimaca in cualli tlachihualli. In quicuicah Tepoztli quinextia in hueyi tlamatiliztli, toltecayotl ihuan ihuelitiliztli intlachihuanime. Ca quinequi in New Visual Direction of Qwale Tlaneltoquiliztli Machiyotl ca tlazohtli, mahuiztic, yancuic ihuan motequiuhtia. Ni dizayno in quicuic Tepoztli quihuelitia in tlamatiliztli ihuan quipia chicahualiztli tlen tepoztli. New Visual Direction of Qwale Tlaneltoquiliztli Machiyotl quicualtia in nemiliztli ihuan quihuelitia in cemanahuac ica cualli.

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.