Unleashing audit productivity
Moby Analytics' AI platform automates tasks for auditors, unlocking unparalleled insights. Auditors can easily create their own workflows, without any coding expertise.
Our journey with Moby started four years ago. Over this time, the tech startup has been constantly evolving, updating its product and service offerings to establish its position in the Fintech market. Recently, they launched an AI-powered analytics platform for auditors. Our task was to adjust the company's branding and website to the new value proposition.
Concept & Strategy
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When we created the Fintech startup brand back in 2022, we drew on the brand name Moby—reminiscent of the eponymous novel—to create a concept made up of oceans and financial data. For their new website and brand identity, we toned down the usage of ocean elements to establish a more professional look and feel while remaining true to its roots. By doing so, Moby can attract a new audience without neglecting brand recognition among its existing customer base.
Colors
With Moby's evolving value proposition, its new colors are also more mature and elegant: Black and white are the primary colors, while hues of blue relate the startup to the Fintech sector. A scale of grey tones brings confidence and serenity. Green, orange, and red are traditionally related to risk levels in the data universe and serve as secondary colors: we used these tones to create subtle highlights in illustrations to reach an intuitive and simple design.
Typography
The typeface we chose for Moby is Inter, a versatile and distinctive sans-serif font that communicates confidence and friendliness. By using it in all of its weights and styles, it can be used across all brand touchpoints while creating coherence and consistency.
Imagery
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While Moby's initial brand identity was more playful, the new value proposition needed a more mature and sophisticated approach. However, the ocean theme should still be present as it connects the visuals to the brand name and logo. Leveraging Gen-AI image creation tools, we developed a dynamic and modern imagery style: Futuristic jellyfish on purple and dark blue backgrounds evoke the impression of being immersed in the sea.
Illustration
The illustrative style of Moby is sleek, clean, and minimalist. We reflect the AI platform's features, like upload & storage and extraction scheduling, with simple visuals, leveraging the secondary brand colors. Animations of simplified UI elements represent workflows in an easy-to-understand way.
Website
Moby's new landing page gives off a cleaner and more sophisticated vibe. With black, white, and subtle shades of grey as primary colors, the page communicates professionalism and appeals to the new target audience. The above-the-fold stands out with its animated illustration of the platform's main features. On an ocean-themed background, users see how Moby's AI helps to automate tasks and gain valuable insights.
"They have not missed a single deadline."
We really appreciate how well-organized they were. For each phase, we knew what to expect from them and what was expected of us. They truly took into account our input and were able to build a visual identity around it that add elements that we could not have thoughts about.
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