Pineapple
Financial Technology Startup Rebrand
This group project concerned Pineapple, a financial technology startup supporting young adults in building confidence with managing their money. Our task was to rebrand the business with a visual identity that feels friendly, optimistic and approachable, while still retaining clarity and trust.
Working collaboratively with Anar Baasanbat, Caitlin Gmehling, Maia Kjendle, Hannah Saxton and Ken Smith, the identity was developed through iterative ideation, user feedback and refinement. My contribution included refining the final brandmark variations, establishing the core brand guidelines and creating a basic web layout prototype.
The identity includes 3 cohesive variations of the Pineapple logo, each suited to different contexts and applications.
The final logo was refined through an accurate construction process to ensure clarity and consistency at all scales.
The identity works across full colour, black and white, and reverse black and white variations.
The primary colour palette is bright and friendly, supported by a range of secondary tones for broader flexibility.
The brand uses 3 typefaces: one for the logo wordmark, one as the primary brand typeface, and one for longer-form text applications.
Correct and incorrect logo usage guidelines help maintain visual consistency across applications.
Typographic contrast guidelines are included to support accessibility when applying the identity in digital contexts.
A basic prototype web layout demonstrates how the identity can be applied in practice using the newly established brand assets.
