Marmalade is a fintech company reimagining invoice finance, with a mission to set the gold standard for how businesses pay and get paid. As the product scaled, the need emerged for a brand system that could balance trust, adaptability, and attitude — standing out in a category known for sameness.

The identity is built around minimalist interpretations of classic financial symbols — a circle and rectangle that shift between coin, note, and letterform. These shapes form the basis of the logomark, offering symbolic depth and visual strength.

To break from fintech convention, a punk-inspired “hole-punch” aesthetic was introduced across typography and illustration, bringing unexpected energy and a sense of play. Custom AI-generated portraits replaced stock imagery, adding uniqueness while accommodating early-stage constraints.

The strategy for Marmalade was guided by core customer insights that highlighted a universal desire for straightforward yet powerful financial tools, while boosting financial predictability and profitability.