B2
Fintech
Branding Web design Marketing
Shelton, CT
2022
Logo, Salesforce website, and marketing materials for Bii, a fintech platform built for advisors by advisors — later rebranded to B2.
Summary
B2, an exciting new fintech platform built for advisors by advisors, sought my expertise to bring its innovative vision to the digital world. I began by creating a logo that captured B2's unique energy, incorporating shades of blues and greens. This logo became the foundation of their online presence, which included a sleek, user-friendly website built on Salesforce, along with PowerPoint presentations and email campaigns to engage their audience.
Challenge
Building B2's brand meant striking a careful balance: the platform needed to feel trustworthy and credible to a professional advisor audience, while still standing out as the innovative alternative to legacy fintech players. That tension shaped everything from the blue-and-green palette to the overall tone.
Consistency was another challenge. The identity had to hold up across a Salesforce-built website, PowerPoint decks, and email campaigns, each with its own constraints, without losing polish or feeling disjointed.
Solutions
I designed a logo that captured Bii's unique energy through a palette of blues and greens, then built that identity into a sleek, user-friendly website on Salesforce, focused on intuitive navigation and effectively communicating how Bii supports advisors in providing personalized financial services. Beyond the website, I designed PowerPoint presentations and email campaigns to engage Bii's audience and clearly convey its value proposition. When the brand transitioned to B2, I updated the visual identity to reflect its evolution, refreshing the look while maintaining the trust and recognition already built with the original brand.