Simple, Minimal And Exact: Branding And Webpage For Finance Startup Raizr

Websites and apps have helped single folks find the proper romantic match for many years. However now, a chopping-edge startup known as Raizr is making use of the identical precept to actual property.

Raizr is a matchmaking platform that facilitates industrial actual property financing by creating instant connections between lenders and borrowers. Headquartered in New York and developed by Surya Capital Companions — a leading Nationwide CRE finance advisory based by wall avenue veteran Adi Chugh — they had all the financial perception they needed. However within the 2020s, each enterprise wants sensible branding too.

To craft a model experience and webpage that could support their revolutionary strategy, they turned to A LINE, a brand strategy consultancy and digital design studio based mostly in London and San Francisco.

Concept and brand

The new model wanted to stability being trendy and precise with being reliable, a high quality usually related to a long time-previous institutions. The staff began with an in-depth immersion section and a sequence of labor periods. This led to the brand idea of ‘absolute accuracy’: a binary-feeling notion that felt both technical and exact.

Diving into the brand identification and behaviour, A LINE constructed conceptual worlds that felt precise, engineered, excessive-efficiency and future-going through. They explored visual cues that could support the model idea and act as the cornerstones of the Raizr digital experience.

When exploring the design, the workforce created a uniquely engineered and exact ‘r’ image that felt sharp and razor-like but still accessible. The balance of sharp and rounded corners felt different and interesting and supplied an opportunity to create a unique identity system from this concept.

From this ‘r,’ they crafted the logotype, and for the typeface, they used Px Grotesk from Optimo, which mirrored the use of sharp and rounded corners. They opted for a black-and-white theme for the colour palette, using cobalt blue as an accent color.

Photography and webpage

A LINE additionally shot bespoke photography for Raizr: a mixture of sharp-feeling black-and-white architecture and portrait photographs set in an interior area. Additionally they harnessed movement ideas by utilizing the ‘r’ within the logotype as arrows that come together to create the concept of pinpointing a match.

After finalising the core design system, the workforce stress-tested by extending it across extra core purposes, together with homepage look and feel, billboards, key product pages, and digital marketing campaign assets. TOV (tone of voice) and key messaging were focused on the ideas of precision matching, immediate outcomes and reducing-edge know-how that underpin the platform.

When it got here to the web site, the primary focus was conversion, so it needed to inform Raizr’s story shortly. This led A LINE to design a simple, minimal UI that leaned heavily on animation, ブランディング making a set of motion property to communicate the worth proposition earlier than navigating customers to search out their precise match.

«A LINE did an amazing job of understanding our core enterprise and translating it into the new Raizr brand,» says Adi Chugh, founder and CEO of Raizr and Surya Capital Partners. «They have been an incredible partner across all areas of brand and webpage creation and growth.