Visual design, illustration
I had the opportunity to do visual design for Petra Financial, a personal finance app that helps with budgeting, planning, and investing. I created three spot illustrations and a larger banner for their landing page.
The spot illustrations would accompany text about Petra's three main features,
- Simple, Painless Planning
- The app will hold your hand through your finances
- Top notch-security
Which I condensed into "simplicity," "support," and "security."
SIMPLICITY: My idea of simplicity was closely tied to "success." My brainstorming ideas were mostly around "winning" financially, like a happy person with money bags and a piggy bank (so simple a child could use it).
SUPPORT: Support was the most open ended feature. I wanted to ideally integrate dual ideas of "hand-holding" through the obscurity of the financial sector, as well as gaining knowledge easily via the app. Some motifs that came to mind included gold stars (for achievement), leveling up icons, grad caps, a concierge bell, a robot helper, books, and literal handholding.
SECURITY: I entertained iconography of locks, shields, medieval fortresses, and vault locks. In execution, simplicity was key, and I opted for the instantly recognizable tie between locks and security as opposed to a fortress or bank vault, which would have been more fun to make but may have been more contrived.
There were some visibility issues, especially in the Support spot, so I went back to try and create some more contrast.
I wanted to create an accompaniment to site content that would be friendly and playful, yet unintrusive and trustworthy. In the spirit of the app, I integrated common objects representative of finance, literacy, and success, as well as nods to Petra's millennial target audience. Though the imagery used is quite traditional, they are clear in meaning and easy for the audience to decode.
I realized that the blue banner could have introduced unwanted compartmentalization against the white of the landing page , so I changed the background to white and tweaked the background color accordingly.