Northstar Finance
/2024
Northstar Finance, a U.S.-based fintech company, came to Sonder with the goal of reinventing their digital presence. As a brand committed to helping young professionals take control of their financial future, they wanted an identity and website that would inspire trust while avoiding the overly corporate feel typical of the financial industry. Their vision was to position themselves as approachable yet authoritative, blending professionalism with modernity.
Challenges
The primary challenge was translating the complexity of financial services into a user-friendly digital experience. Financial platforms often overwhelm users with jargon and dense visuals, and Northstar wanted to avoid those pitfalls. Another challenge was differentiation—standing out in a crowded fintech landscape where many brands already leaned into minimalism and abstract visuals. Finally, the website needed to balance credibility with warmth, ensuring that users felt both secure and inspired.
Solutions
We designed a strong visual system anchored in calming colors, approachable typography, and iconography that simplified complex ideas. The user journey was carefully mapped to reduce friction: instead of information-heavy pages, content was broken into digestible narratives, guiding users step by step. Interactive calculators and modular layouts allowed users to engage directly with the brand’s promise of financial clarity. Branding extended beyond the website into Northstar’s visual identity, ensuring consistency across digital platforms and print collateral.
Outcomes
The new website boosted user engagement by offering clear, actionable pathways instead of overwhelming information. Client feedback highlighted how users now felt more at ease navigating financial services online. The redesign also improved lead generation, with a significant increase in sign-ups during the first quarter post-launch. Northstar’s refreshed identity successfully carved out a niche between corporate banking and casual fintech startups, earning praise within both the financial and design communities.
Sunder is a creative design studio helping startups and brands turn ideas into meaningful experiences. We craft strategy, identity, websites, and digital products that connect with people and drive lasting impact.
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