Brand Strategy Visual Identity Website Design Information Design
Client
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Serene is an award-winning London fintech that combines AI and behavioural science to help financial institutions identify vulnerabilities, financial distress, and fraud risk earlier. Founded in 2023, the company has successfully raised multiple millions in capital and received industry recognition, including Finovate Europe’s 2026 Best of Show, Innovate Finance’s Pitch360 Startup Award and the 2025 Fintech for Good Award.
Challenge
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Serene needed to translate a complex and technical platform into a brand that felt distinctly human, approachable and relevant to multiple financial-services stakeholders. The challenge was to communicate different layers of the product without overwhelming audiences, balancing technological credibility with the emotional intelligence at the centre of Serene’s proposition.
Solution
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We created a colourful, human-centred identity that brings warmth and accessibility to financial technology. The purple palette balances the trust, intelligence and stability of blue with the energy, emotion and urgency of red. Radiating arcs represent Serene’s ability to turn subtle behavioural signals into actionable insights. The website prioritised customer and business benefits over technical complexity, supported by diagrams and modular graphics that explain the platform at different levels of detail. This created a flexible digital experience through which each audience could understand Serene’s value from the perspective most relevant to them.
