Start-ups need to be agile while still requiring a finance team with a wealth of experience to guide them—fractional finance teams provide a modern solution.

theFinanceStack enables every company, whether in stealth mode or scaling, to have the knowledge, insights & best practices of an “at scale” company.

Brad Williams, CEO and founder of theFinanceStack approached Brunch to take the existing icon and create a full brand for his latest venture.

Using the icon as a base, we simplified and aligned out to a 4x4 grid system and a selection of brand shapes. Freshened up and paired with a modern typeface it was transformed into a full brand. The new brand system acted as a guide for the identity of a sister company that was already in the works. Expanding into a modern family of connected brands - each with their own identity but retaining a shared aesthetic.

With a complex, multi-tiered service, wireframes were used to scope out the site content and establish UX patterns to help deliver content in a clear and approachable way.

As part of this exercise we partnered with a motion designer to create a simple, 'elevator pitch' video that shows the core functionality.

We transformed the wireframes into a polished and modern digital site, built in Webflow with Hubspot integration to provide a marketing funnel and allow easy updates.