FinCliq, a BNPL platform designed for community and long term wealth.
A full research, brand identity, and go to market project for a founder reshaping financial access.
FinCliq, a BNPL platform designed for community and long term wealth.
A full research, brand identity, and go to market project for a founder reshaping financial access.
Where the Project Began
Kevin approached me with a vision to rethink BNPL as a tool for stability, not stress. The platform already had strong purpose and product logic, but lacked the strategic grounding needed for launch. There was no defined audience, no brand identity, no messaging system, and no roadmap that aligned with the long term mission. I built the full structure that would guide FinCliq into the market.
Where the Project Began
Kevin approached me with a vision to rethink BNPL as a tool for stability, not stress. The platform already had strong purpose and product logic, but lacked the strategic grounding needed for launch. There was no defined audience, no brand identity, no messaging system, and no roadmap that aligned with the long term mission. I built the full structure that would guide FinCliq into the market.
Research and Insights
The first step was understanding the cultural landscape, competitive environment, and user behavior surrounding BNPL.
The slideshow below includes the complete research deck created for FinCliq, covering market signals, audience patterns, competitor profiles, segmentation, and strategic takeaways.
Research and Insights
The first step was understanding the cultural landscape, competitive environment, and user behavior surrounding BNPL.
The slideshow below includes the complete research deck created for FinCliq, covering market signals, audience patterns, competitor profiles, segmentation, and strategic takeaways.
Turning Insight Into Identity
With the research in place, I translated the findings into a clear and unified brand system. The goal was to create a visual and verbal identity that felt human, optimistic, and community centered. It needed to stand out in a saturated category while staying accessible to underserved users who rely on clarity and trust.
Brand Identity System
The slideshow below captures the full identity system, including brand core, positioning, tone, visual language, photography direction, and application examples.
Turning Insight Into Identity
With the research in place, I translated the findings into a clear and unified brand system. The goal was to create a visual and verbal identity that felt human, optimistic, and community centered. It needed to stand out in a saturated category while staying accessible to underserved users who rely on clarity and trust.
Brand Identity System
The slideshow below captures the full identity system, including brand core, positioning, tone, visual language, photography direction, and application examples.
Building a Launch and Growth Path
Building a Launch and Growth Path
Once the brand foundation was set, I developed a structured go to market roadmap. It outlined how FinCliq should enter the market, build trust, grow in phases, and scale into new regions. The strategy connects directly with the insights and identity shown in the slides, ensuring the brand remains consistent from day one through long term expansion.
Once the brand foundation was set, I developed a structured go to market roadmap. It outlined how FinCliq should enter the market, build trust, grow in phases, and scale into new regions. The strategy connects directly with the insights and identity shown in the slides, ensuring the brand remains consistent from day one through long term expansion.
