New Visual Direction of Qwale 品牌識別 by Ruiqi Sun

New Visual Direction of Qwale 品牌識別 by Ruiqi Sun is a highly esteemed winner of the very prestigious 2024 A' Design Award 鐵獎 in 平面設計 Competition Category.

鐵平面· 2024

New Visual Direction of Qwale 品牌識別

by Ruiqi Sun

Client: Qwale

A' Design Award 鐵獎 Winner in 平面 Category

11,676

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 品牌識別

Qwale 全新的視覺方向徹底革新了金融科技品牌領域，重點在於為 Qwale 應用程式打造直觀的 UI、UX 設計，並策略性地重塑品牌標誌。經過深入的用戶研究及團隊協作，Qwale 已成為業界現代化且以用戶為本的領導品牌。重新設計的標誌凝聚了 Qwale 的創新理念與賦權金融的使命，標誌著品牌形象的重大演進。

The Recognition

About the A' Design Award 鐵獎

New Visual Direction of Qwale 品牌識別是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計New Visual Direction of Qwale 品牌識別將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。New Visual Direction of Qwale 品牌識別因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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.