Financial analytics ready in minutes

Moby Analytics helps auditors and investors gain in-depth insights and predictions through advanced analytics without the necessity to hire a data analyst. Their fully automated solution leverages state-of-the-art AI technologies to analyze financial and operational data.

We drew on the brand name Moby – reminiscent of the eponymous novel – to create a concept made up of oceans and financial data. We discussed the brand personality with the client, agreeing that friendly and accessible were the key traits we wanted Moby to be associated with, as well as being attention-grabbing without going overboard.

The logo is a graphical representation of the brand name, showcasing the fusion between the white whale Moby and the charts used in financial analysis. The isotype thus forms the figure of a geometric whale which is constructed from pie chart elements.

We have chosen black, which imbues the brand with a sense of elegance and maturity, together with a light blue that brings confidence and serenity. Green, orange and red are colors that are traditionally used to communicate risk levels ​​in the financial universe, so we used those as highlighting colors.

The typeface we chose for Moby is Inter, a versatile and distinctive san serif font that communicates confidence and friendliness. A sense of consistency is achieved by using it in all of its weights and styles.

Taking the logo as a starting point, the handcrafted illustrations for the Fintech startup serve to make a data-driven topic more approachable and engaging. In line with the ocean theme, the brand elements represent the seabed. Graphical data representations, such as linear graphs and radial bar charts, form the algae, corals, and underwater flora that take us into an ocean of financial data.

The aim of the website was to create brand awareness and communicate Moby’s value proposition. The website consists of an informative landing page with specific highlights in each section which are visually divided by blue and dark themes. We used the ocean theme throughout the website’s entire 'story', with a dynamic hero illustration that comprises small animations such as floating elements, swimming fish, and bubbles to catch the user's attention.