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Projects

No Filter Finance

Projects

No Filter Finance

Case 03

No Filter Finance

Financial / EdTech

About

Timeline:

Jan2024- March 2024

Industry:

Financial / EdTech

My Role:

Brand Strategy, Visual Identity, Web Style Guide

Project Overview

No Filter Finance is a digital-first brand helping Gen Z and Millennial investors cut through the noise. Built for clarity, not hype, they deliver high-signal content about the markets — direct, professional, and human. They came to me to shape a brand that reflects their mission: financial insight without the jargon or drama.

The Challenge

As a new, independent brand, No Filter Finance had to break into a financial media space dominated by well-funded giants. The challenge was to build credibility, cut through the noise, and position itself as a trustworthy, hype-free alternative for young readers.

Outcome

The result was a clear and structured brand identity paired with a digital platform tailored to its target audience.

Credible brand voice that communicates authority without jargon or hype.
Content-first design with clear categories and easy navigation.
Relatable identity that connects with young professionals while maintaining a serious tone.
Result
Process
User Research

Understand the user's financial habits, frustrations, and what they valued in content.

Mapped pain points in financial media.

Identified needs: simplicity, trust, relevance, and clear visual flow.

User Research

Understand the user's financial habits, frustrations, and what they valued in content.

Mapped pain points in financial media.

Identified needs: simplicity, trust, relevance, and clear visual flow.

User Research

Understand the user's financial habits, frustrations, and what they valued in content.

Mapped pain points in financial media.

Identified needs: simplicity, trust, relevance, and clear visual flow.

Competitor Analysis

Studied brands like Morning Brew, Kobeissi Letter, and Milk Road.

Noted tone gaps (too casual or too intimidating) and visual clutter.

Identified opportunity: clear editorial feel with a modern, grounded voice.

Competitor Analysis

Studied brands like Morning Brew, Kobeissi Letter, and Milk Road.

Noted tone gaps (too casual or too intimidating) and visual clutter.

Identified opportunity: clear editorial feel with a modern, grounded voice.

Competitor Analysis

Studied brands like Morning Brew, Kobeissi Letter, and Milk Road.

Noted tone gaps (too casual or too intimidating) and visual clutter.

Identified opportunity: clear editorial feel with a modern, grounded voice.

Design Direction

Built a brand system based on clarity, trust, and human tone.

Created logo, typography, and color palette to support longform reading and premium feel.

Defined editorial tone to be smart but never smug - analytical with a human edge.

Design Direction

Built a brand system based on clarity, trust, and human tone.

Created logo, typography, and color palette to support longform reading and premium feel.

Defined editorial tone to be smart but never smug - analytical with a human edge.

Design Direction

Built a brand system based on clarity, trust, and human tone.

Created logo, typography, and color palette to support longform reading and premium feel.

Defined editorial tone to be smart but never smug - analytical with a human edge.

Iteration

Tested early mocks with sample readers and adjusted for readability and accessibility.

Refined layouts for mobile-first newsletter flow.

Created a brand toolkit for future courses, community, and product expansion.

Iteration

Tested early mocks with sample readers and adjusted for readability and accessibility.

Refined layouts for mobile-first newsletter flow.

Created a brand toolkit for future courses, community, and product expansion.

Iteration

Tested early mocks with sample readers and adjusted for readability and accessibility.

Refined layouts for mobile-first newsletter flow.

Created a brand toolkit for future courses, community, and product expansion.

Key Learnings

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Thank you for reading!

Next Projcet

Ami - Young Proffesionals

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Next Projcet

Ami - Young Proffesionals

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Next Projcet
Ami - Young Proffesionals

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