Slice’s brand is fresh, confident, and communicates at eye-level. These traits lift it above the outdated world of Israeli finance, and help it grab the attention of its target audience: millennials who are new to personal finance, and expect easy, digital experiences.

At the heart of the brand are the investment tracks. We designed game-like mini worlds for each track that portray the endless possibility of the future (if you invest!). These mini worlds fit together like puzzle pieces to generate new worlds, in the same way Slice lets you mix and match financial products in your portfolio.

Geometry and math give a sense of calculation and security. And Slice’s name & logo are nods to pie charts, calling customers to come invest in their own slice of the pie.

On Slice’s website, we present the many savings tracks in a way that’s engaging, exciting, and painless. Each track comes with its own story: a fantastic animated world, paired with a punchy hero message.

Animations are placed strategically around the site that show potential customers the simplicity and ease of the platform – even for first-time investors.

And while other websites in the category opt for stock images and muted colors to express seriousness and safety, we flipped the script. Bold colors and animations bring a breath of fresh air befitting a disruptive fintech firm.