Brand identity    ・    UX/UI    ・    Website    ・    Onboarding
A breath of fresh investment savings
Faxing, printing, and waiting on hold belong in a different decade. Right? Well, not for anyone doing their finances in Israel. And when it comes to investing in savings funds, the path is particularly outdated, with in-person meetings and long contracts written in confusing legal jargon.

Enter Slice, the company that came to disrupt & digitize this process. Slice makes building a portfolio of multiple savings funds – and switching between them – a breeze.

Slice partnered with us to create a fresh brand identity that sets them apart from the old world of Israeli finance. We also built a deep onboarding flow, from scratch, that takes the pain out of picking savings funds. Fax-free.
The brand
The brand we crafted for Slice is all about rejecting the old world, and building a new one of endless possibility.

The brand personality and tone of voice are fresh, bold, and secure, and communicate the way real humans do. These traits lift Slice above the outdated world of Israeli finance, and grab the attention of its target audience: millennials who are new to saving & investing, and expect friendly, digital experiences.

The visual brand helps with this, too. We designed game-like mini worlds to portray the endless possibility of the future (if you save!). These mini worlds can fit together like a puzzle to generate new worlds, in the same way Slice’s customers can easily mix and match financial products in their portfolio.

Meanwhile, visual geometry and math give a sense of calculation and security. You are investing in your future, after all. And Slice’s name & logo are nods to pie charts, calling customers to come get their own slice of the pie. 
The website
A major goal of Slice’s website was to present its 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 an attention-grabbing hero message.

Animations are placed strategically around the site that show potential customers the simplicity and ease of the platform – yep, 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 across the website bring a breath of fresh air befitting a disruptive fintech firm.
The onboarding
Slice’s most unique value lies in its onboarding process. To buy financial products, customers don’t need to sign endless legal docs, in-person, with an agent. Onboarding is easy and completely digital – which is no simple feat, since Slice offers tens of savings tracks, each with its own labyrinth of legal requirements.

We worked with Slice to parse the labyrinths, map the logic, and build the onboarding system from the ground up. And we made sure onboarding feels fun and light, with surprising animations and witty copy to keep customers going.