Tide: business banking
Tide is a finance platform designed to save SMEs time and money. The Tide Platform is built for small businesses, sole traders, freelancers and everything in between – because we believe that every business owner should be able to focus on doing what they love.
Branding
Brandbook
Illustration
Animation
I’ve worked with:
Tide India
A new visual style based on the logo.
Using The friendly and geometrical font shapes
Core shapes (prefer minimalism)
Extended shapes (Use sporadically)
Global Style & language
Using abstraction whenever it’s possible, in the most minimalistic way possible. We convey an emotion, an action, abstract or complex meanings with very little. It feels simple, approachable, clever, and modern. The minimalism and abstraction give a more grownup feel to the simple bold shapes.
level 1 : Abstract visual + meaningful animation
Abstract Concepts
‘Growth’
Emotional: Abstract or complex concepts
More emotional representation. For themes that are abstract or difficult to represent literally Use complete abstraction whenever you can, to convey an emotion, or an action, abstract or complex meanings. Here, we are honouring small businesses (Florist)
level 2 : Figurative compositions
Literal Concepts
‘Fill your forms’
Functional: Literal concepts or figurative objects
In this level, we use the same abstract shapes to build literal objects or contexts. We should always try and keep the feeling of abstraction in the way we build those more literal visuals.
Illustrations: Family sets
Language & system
Representing literally
Verify your email
Not found
Schedule payment
Pay in instalments
Change your adress
Pending
No network
Representing abstract concepts
Celebration / Time to get moving
International transfer
Grow your business
Comfort loan
There was a mismatch
Earn rewards
Secure / login
Warning
Multi-users
Success / celebration
Switch (to Tide)
Animation style: Simple, playful, meaningful
Language & system
The animation style, very bouncy and playful, should convey simplicity, as well as friendliness. In more complex concept, it helps understanding the message better, playing with interactions and morphism.