Our approach for Inside, a fintech app that leverages AI to streamline and manage savings, was to design a visual identity that reflects the complexity of modern finance and the clarity the app offers. We aimed to speak directly to users who find themselves overwhelmed by the clutter of everyday financial decisions—whether it’s juggling subscriptions or losing track of spending. Drawing inspiration from the chaotic nature of personal finances, we used a bold, tangled green design to visually represent the confusion and complexity people often face. This vibrant color, while symbolizing the AI-driven efficiency of the app, also captures the transformative power of Inside to untangle financial messes and bring clarity to users. The result is a brand identity that speaks to the app's mission: simplifying financial management with a smart, behind-the-scenes approach that makes users feel in control again.