HolyWally

When we were presented with the idea of participating on a project of building a digital wallet for a perspective start up based out of Singapore, we're excited. After building bunch of prototypes for similar concepts for Visa, we had the skill and industry knowledge to accept the challenge.

• Branding
• Web design
• Product design
• Design system
• Participation in the product development

Step #1 focused on the visual identity. The founding team was happy with the name and clear on the vision, so after just a few iterations, we arrived at a logo that felt perfect. The design incorporates synonyms in the nimbus ("holy" from the brand name) and a "W" for the wallet. We're pleased the team embraced our suggestions, including a color scheme dominated by blue and purple. Beyond the core brand elements, we developed print and digital marketing materials—custom illustrations for event stickers, multiple investor deck versions, and merchandise designs.

The second task was to build a presentational and lead-generation website. Visitors could find basic information about the project and follow the latest updates and developments. Additionally, it played a role in collecting data from the market—not just registering interest but also gathering insights related to new features and offerings.

Over the past three years, our product design team has gained significant insights while working on this project. We've developed deep industry knowledge and a comprehensive understanding of every detail within concepts like digital wallets. This includes technical expertise on the process of sending and receiving money, as well as a high-level understanding of system architecture and the complex layers required for a digital wallet to function effectively. Designing a mobile and web app with serveral levels of user roles and permissions had another layer of complexity - customisation options as part of the whitelabel concept.

This project will be remembered as a milestone in the evolution of design systems. Back in 2021, design systems in Figma were virtually nonexistent, as the industry transitioned from Sketch to Figma, which was rapidly advancing in capabilities. This shift impacted not only design but also product development workflows. With features like variables, components, and tokenization, Figma enabled process optimization by improving communication, ensuring consistency of design elements, and enhancing reusability across the system. For our team, design systems had another layer considering that we were building a whitelabel solution.

After the first round of investment, the team expanded, creating a need for additional support in design and project management. We collaborated closely with several remote teams, with members spread across the globe. Scrum was adapted to align with the team’s dynamics and pace. StudioDirection’s product designers worked hands-on with the development team on new features while partnering with the Chief Product Manager on product strategy. This experience deepened our understanding of financial services and enhanced our skills in R&D and user feedback analysis.