The overall strategic concept is based on the company name: “Sikoia” derives from the Giant Sequoia trees, massive trees which are able to survive for thousands of years. This served us as a starting point; we centralized our ideas around a “decision tree” as a metaphor for the multiple data sources that are required to make a decision. The first step was to enhance the overall brand image, creating a visual identity distinct from the standard blue tones dominating the Fintech sector. By making minor changes to their logo, typography, and color palette we increased the uniqueness of Sikoia. Following this, we created their new website by applying their refreshed visual identity including branded illustrations, re-organizing the information structure, and integrating new tools.