RocketPoint
A platform built to simplify the financial infrastructure that early-stage startups spend too much time managing on their own.
role
lead designer
contributions
brand identity, creative direction, b2b strategy, visual design
the brief
RocketPoint had an idea. What they needed was the language to carry it and a visual system that could signal directly to their audience: founders. People who are building something in motion, adapting as they go, and growing through the uncertainty of it.
So we built it together. Brand identity, copy, and page mockups all shaped around one tension: speak the language of founders without losing the potential investors.
the work
The work I completed was to lead this project in the dual capacity of marketing strategist/designer. The design strategy aligned closely to the intent of the business, creating a direct line from business goals to creative direction.
The brief came in with three clear requirements.
- Visualizing the rocket within the logo was required. The name needed to be shown clearly in the mark.
- It had to had to signal that this team understands how money moves and where it's going.
- Energy to connect with founders. Not the buttoned-up tone most fintech brands lean on. Something that felt built for people who are moving fast and figuring it out as they go.
Concept #1
Minimalistic
Concept #2
3d
Concept #3
Linework
Accounting language was replaced with decision-support terminology, positioning the product around how founders actually think about their business rather than how accountants describe it. The color palette carried that same tension forward. A dark base with a chartreuse accent: focused and forward-moving without tipping into the sterile aesthetic most fintech brands can't escape.
the result
RocketPoint changed direction during development. New investors came in, the team shifted, and the product took a different shape. The brand identity built here didn't make it to market as version one.
What it did do was give the team something real to build from. The visual system, the positioning logic, and the stakeholder-ready concepts became the foundation for the next iteration. The thinking was already done. The next build didn't have to start from a blank page. That's what pre-launch brand work is supposed to do. It holds the direction in place so momentum doesn't get lost when things change.
let's talk
Ready to bring some order to your brand?
Book a quick call and let's figure out where to start.