Bii → 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
Bii, 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 Bii'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. As the brand evolved, I later updated the look and identity as Bii transitioned to B2, refreshing the visual system while keeping the same strong foundation intact.
Challenge
As a new fintech platform, Bii needed a visual identity strong enough to build trust in a space where credibility matters, while still feeling energetic and distinct from typical finance branding. The website build brought its own complexities, requiring a Salesforce-based site that balanced seamless navigation with clearly communicating Bii's features and benefits — no small task for a platform built to support advisors delivering personalized financial services.
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.