OLLY — Brand Strategy & Brand Design

MAKING INVESTING FEEL LIKE SOMETHING ANYONE CAN DO

Olly is a robo-advisor built on the premise that asset management should be accessible to everyone, not just those fluent in financial markets. The AI handles the complexity: portfolio construction, daily rebalancing, market response. The user should never feel it. The core design challenge was to translate a technically sophisticated product into a visual and brand experience that feels approachable, warm, and frictionless from the first touchpoint.

As Brand Designer, I led the full scope of the project: brand strategy, identity design, marketing graphics, in-app visual systems, and motion graphics. I defined the service positioning and tone of voice, then extended these into a cohesive visual language spanning logo, color, and typography. Across the product and its content touchpoints, I developed a consistent system for communicating financial information intuitively, including event-driven card content, asset allocation infographics, and rebalancing flow diagrams designed to lower cognitive load rather than demonstrate complexity.

The brand's visual identity centers on a single organizing idea: removing the barrier to entry. To express this formally, I moved away from rigid geometric structures and toward fluid, morphing organic forms that convey adaptability and ease of movement. The core palette pairs red and blue to balance energy with trust, a tension that reflects the product itself. In motion, the brand's signature form transformation was extended into animated sequences that communicate dynamism without introducing visual noise. The result is a financial product that deliberately does not look like one.