Fulfin is a Munich-based startup that offers smart financing for online businesses. It helps e-commerce sellers and digital entrepreneurs accelerate their growth with fast, fair and flexible loans. Fulfin uses AI-powered processes to provide simple, secure and transparent lending.
My role at Fulfin was to help them create a consistent and compelling visual identity across their platforms and products. I helped unify the branding because there were different design styles in presentations, app, and web and also created a unified style guide that defines the color palette, typography, icons, logos, and other elements of the brand. This way, I ensured that the brand is recognizable and consistent in every touchpoint.
Furthermore I helped Fulfin design UI elements for new features in their product to deliver more value to the user and consult the product team with further steps to build a better user experience.
To help Fulfin expand their B2B presence on their website we created new sub-pages that promote their lending as a service solution.
Start at the core
To find a consistent design language for Fulfin, I started with the existing logo and built on it. It plays with dimensionality, as a cube can be recognized in it. By using gradients to represent light and shadow, I created the illusion of a three-dimensional space.
Applying the design language
I used this visual language to illustrate the steps in the complex process of assessing the risk of lending out the requested loans. Together with the Fulfin team, we created an interactive presentation that visually explains Fulfin’s AI-based credit check.
To create this set of illustrations, I used an AI generation software called “Midjourney”. This software allows me to generate unique images based on a text prompt. I engineered a prompt that describes the style, theme and mood of the illustrations, and then I let the software do the magic. The result is a collection of images that are coherent and original, and that can be easily expanded in the future.
Structuring the Interface
I also took a look at Fulfins product that has a user account where the customer gets an overview of all of his loans as well as analytical insights of his bank accounts. We defined canonical layouts so that the interface can easily be extended with new features and I also helped to design multiple widget components.