Project · 2024

Fulfin

Visual system and product UI for an alternative lending platform, making complex credit technology clear across brand, decks, and product surfaces.

Status
shipped
Kind
Client
Role
Visual identity, product UI, B2B web, pitch deck, and style guide.
Link
www.fulfin.com

Context

Fulfin is a Munich-based startup offering smart financing for online businesses: fast, fair lending for e-commerce sellers and digital entrepreneurs, with AI-powered processes aimed at simple, transparent credit.

Role

Unify a fragmented visual language across presentations, app, and web into one recognizable system: palette, type, icons, logos, and a published style guide. Design UI for new product features, advise on UX direction, and expand B2B presence with Lending-as-a-Service sub-pages.

Start at the core

The design language starts from the existing logo, a cube readable in the mark. Gradients for light and shadow build a sense of three-dimensional space that carries through illustrations and UI.

Brand presentation

  • Fulfin logo mark and wordmark on navy
    Logo & dimensionality
  • Dimensional cube translating the logo language
    Dimensional objects
  • Cubes communicating direction in space
    Direction in space
  • Cylinders creating depth
    Depth
  • Stacked planes representing visual layers
    Visual layers
  • Spotlight representing light and emphasis
    Light
  • Impossible triangle illustrating illusions
    Illusions
  • Open box as a representation of real objects
    Real objects

Applying the design language

That language illustrates the steps in Fulfin’s AI-based credit risk assessment. With the team, we built an interactive presentation that explains the check visually. Illustration sets were generated with Midjourney from an engineered style prompt so the series stays coherent and expandable.

Illustrations

  • Grid of Fulfin 3D icon illustrations
    Illustration set
  • Coiled network cables illustration
    Connectivity
  • Low-poly brain illustration
    Intelligence
  • Classical temple building illustration
    Institution
  • Modern building with luminous base
    Structure
  • Chess king illustration
    Strategy
  • Stacks of coins illustration
    Capital
  • Hourglass illustration
    Time
  • Envelope illustration
    Message
  • Fulfin illustration asset
    Icon
  • Fulfin illustration asset
    Icon
  • Fulfin illustration asset
    Icon

Structuring the interface

In the customer account (loans overview plus bank analytics), we defined canonical layouts and widget components so new features can extend the product without reinventing structure each time.

Brand slides

  • Fulfin product dashboard in light theme
    Product UI
  • Fulfin product dashboard in dark theme
    Product UI (dark)
  • Canonical layout wireframe for Fulfin product
    Canonical layouts

Pitch deck & style guide

The full pitch deck was redesigned for the next investment round. Specs landed in an internal style guide so the system stays usable beyond the engagement.

Presentation

  • Pitch cover: radically transforming the lending experience
    Pitch cover
  • Problem slides for businesses and banks
    Problem
  • Solution stack: acquisition to monitoring
    Solution
  • Product overview: fast, fair, flexible, unbiased
    Product overview
  • Platform built on AI, APIs and algorithms
    Platform
  • Pitch slide on peer ranking and debt capacity
    Peer ranking
  • SDG impact: financial inclusion
    Impact
  • Unit economics and growth forecast
    Unit economics
  • Opportunity metrics and funding ask
    Opportunity
  • Customer testimonials and client logos
    Customers
  • Founder slide: Nathan Evans
    Founders
  • Founder slide: Dr. Fredi Gruber
    Founders
  • Brand guidelines overview collage
    Guidelines overview
  • Pitch presentation slide
    Deck