Brand Identity · Startup · Product Design · UX
Kidfolio
Building Finance Together With Kids
- Role
- Creative Director · Brand Designer · Product Designer
- Year
- 2018–2020
- Categories
- Brand · Product + AI · Experience
- Tools
- Illustrator · Figma · Brand Identity · Product Design
Overview
Kidfolio is a fintech app for family financial gifting — parents, grandparents, and relatives contributing to a child's college fund, savings, or a specific goal in one shared place. The identity work carried a simple idea — every gift is a building block — from logo and color through icons and app UI.
The Challenge
The mark had to do two things at once: feel simple, modern, and warm enough for a family product, while still reading as solid and trustworthy enough to hold real money. The work also had to turn a values-driven concept — building blocks, more blocks, more possibility — into a usable design system.
Creative Direction
Direction refined the K/F mark into a single confident color, paired it with a palette built around trust and value (mint, blue, navy), and extended it into a custom icon set and product illustrations built on the same building-block logic. On the product side, the interface separated contributor and administrator roles — funding a gift, tracking a balance, following the feed — into clear, distinct flows.
Process
- 01
Concept
Ground the brand in the building-block metaphor of gifting.
- 02
Mark
Refine the K/F logo and define the color palette.
- 03
System
Extend the mark into icons, illustration, and type.
- 04
Product
Design the contributor and administrator app flows.
