Routable project thumbnail

Routable brand refresh

Brand Strategy
Visual Identity
Design Direction

2022

Routable needed a more human, unified brand to match the sophistication of its payments platform. We evolved the visual identity, refined the messaging framework, and built a scalable illustration system that added personality across product, sales, and marketing. The result was a FinTech brand that stands apart for its clarity, warmth, and confidence. I led the creative direction and rollout across every channel.

  • Routable wordmark
  • Routable logomark
  • Routable color palette
  • Routable display typeface
  • Type specimen
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  • Routable color palette
  • A graphic displaying international seller payments with flags of France, Mexico, United Kingdom, and Germany, showing respective amounts, a total payment summary, and a 'Confirm Payments' button.
  • Routable display typeface
  • Advertisement for Routable featuring a 3D globe surrounded by connected lines and icons of accounting and financial tools, with the headline 'Seamless integration made possible.'
  • Screenshot of a payment form with a code snippet showing a JSON object containing payment details such as amount, bill number, currency code, delivery type, pay-to company, send on date, and transaction type.
  • Screenshot of a payment interface from Routable, showing 27,050 payments totaling over 5.8 million dollars, with a pink 'Confirm Payments' button.
  • A digital invoice screen showing a list of five vendors with their respective total amounts paid, including Grant Julien, Neeharika Setty, Kris Sotolongo, Ron Harvey, and Juan Pantoja. The screen indicates a total of 250 invoices with a total amount of $450,875, and a button to send all invoices.
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Flowchart illustrating a payment process
Routable product illustration gif
  • Type specimen
  • Trade show booth with a large graphic wall featuring futuristic abstract artwork, text that says 'Where payments meet possibility,' and dotted lines with labels 'Cross-border payments,' 'Instant payouts,' and 'Agent and broker onboarding.' There is a small counter on the right side with a sign that invites signing up for a demo to win AirPods Pro.
  • Routable color palette
  • A colorful geometric pattern consisting of squares and parallelograms with the text 'Control complexity.' at the top left corner of the image.
  • Routable display typeface
  • Stylized grid of colorful geometric shapes with a quote 'Iterate with intention' and a small Routable logo.
  • Colorful overlapping circles in a grid pattern on a white background with the phrase 'Collaborate to win.' at the top left and small text at the bottom right.
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  • A young woman with curly hair adjusting the hood of her black hoodie with a colorful geometric design on the front, standing against a light blue background.
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