Guts Agency | Branding, product & UX/UI for Fair

Bringing fair finance to the masses

There’s a reason casual investors in Israel tend to be older, wealthier, and come from privilege. To invest in financial products like mutual funds, you need to navigate a confusing system run by big banks and insurance companies, with hidden fees. What’s more, you’ll need a minimum amount of money to open an account. Now that’s unfair.

The company Fair dreamt of a world where investing in mutual funds is simple, fair, transparent, and for everyone.

We were fundamental partners in Fair’s story. They came with the idea, but gave us total professional and artistic freedom to bring the brand, product, and user experience to life.

fair.co.il

The brand

Fair is here to simplify processes, amplify the voice of the customer, and to make finance fair for all. And the brand we crafted positions them as just that.

The company’s tone of voice is uncomplicated and human, unlike the confusing and cunning voice of established financial corporations. What you see is what you get – no fine print.

Visually, we were inspired by Pong, a game so simple your grandma’s grandma could play it. Fair features lines, dots, and a block & ball logo that represent the simplicity of finance fit for the 2020s.

The product

We created Fair’s marketplace system from scratch. It consists of 3 parts: a simplified onboarding flow, which replaces the confusing bank documents and agent meetings of the past; the marketplace itself, where you can invest in mutual funds; and the portfolio for tracking your investments.

As you navigate the system, Fair’s block and ball logo appear and guide you along the way. Buying a share, or reaching other milestones, triggers delightful animations that keep you engaged.

The result is a system that levels the playing field, and lets anyone invest.

Few screens from website fair on black mode