Lumiant
Experience Designer / 2019 - 2021
How do you build an entirely new fintech venture in less than a year? Our team designed Lumiant, a financial advice platform built around a simple idea: financial planning should start with what matters to people, not just their money.
ChallengeTraditional financial advice can feel technical and transactional. Lumiant wanted to help advisers have more meaningful conversations with clients and connect financial strategies to their personal values and life goals.
The challenge was turning that idea into a distinctive brand, a usable digital product and a cohesive experience within a tight launch timeframe.
Approach
As part of the Tobias team, I worked across product, brand and communications design, helping translate the venture's concept into tangible experiences.
On the product side, I designed finance dashboards and reporting concepts, exploring how financial information could be presented clearly and connected to clients' broader goals. I also developed website concepts to help communicate the proposition and introduce the service to prospective clients and advisers.
Beyond the digital product, I worked on Lumiant's brand identity, including logo design and brand guidelines. I created marketing and advertising collateral to keep the visual language consistent across different touchpoints, and contributed to promotional video production and motion design.
Working across these disciplines meant thinking about the experience as a whole. The product, brand and marketing all needed to tell the same story: this was a different kind of financial advice, centred on people and the lives they wanted to lead.
Outcome
Lumiant launched within nine months, bringing together a values-centred advice proposition, digital tools and a cohesive brand experience. Product design doesn't stop at the interface. When the product, brand and story work together, they make a new idea easier to understand, trust and, ultimately, adopt.
The project was awarded a 2021 Good Design Award Gold Winner for Commercial Services ↗.
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