About
A series of illustrations created for Finshape, a company developing digital banking platforms for financial institutions. The project supported a website redesign by introducing a visual layer that could clarify and structure complex, technical content.
Client
Finshape
Industry
Financial Technology / SaaS
Deliverables
Art Direction / Illustration
Challenges
Finshape’s products operate behind the scenes supporting banking processes such as onboarding, digital sales, and customer engagement. These systems are modular, abstract, and not directly visible, making them difficult to communicate visually.
The website content reflected this complexity. It was dense and technical, with little visual support to guide understanding or engagement. At the same time, the brand lacked a unified visual direction. Differences across teams resulted in inconsistent tone and execution.
The challenge was to introduce clarity without oversimplifying the subject, and to create a system that could hold across the entire site.
The Process
The work began by mapping the website structure and identifying where visuals could support key messages.
In collaboration with the marketing team, a direction was developed that balanced precision with subtle expression. The visual system combined minimal, white-on-white 3D forms with controlled use of color and light, allowing abstract concepts to take shape while remaining aligned with the financial context.
What began as art direction evolved into full execution. The illustration system was extended across the site, adapting to different product areas while maintaining consistency.
Outcome
The result was a set of 60+ illustrations integrated across the website, forming a consistent visual layer that supports navigation and understanding. The project demonstrates how visual systems can give structure to complex products, making them easier to approach without reducing their depth.
