OUR WORK
Approval AI backed by Y Combinator
Headquarters
USA
Industry
Proptech
Overview
Approval AI is a fintech startup using artificial intelligence to negotiate the best possible mortgage rates. Our task was to overhaul the brand, website, and product experience so that it fully embodied their positioning as “The New Way of Doing Mortgages.”
The Problem
The existing identity and product experience were functional but uninspired. Visual inconsistency across the brand, website, and product weakened recognition and trust. Safe, generic choices in colour, typography, and layout meant the company lacked distinctiveness in an increasingly crowded fintech market.
The Solution
We reframed the entire creative process around objectives rather than opinion. Every design decision was stress-tested against the overarching mandates of authority, immersion, and outcomes. Authority came through premium typography, editorial layouts, and a tone that projected trust. Immersion was built through a varied, rich colour palette, layered visual systems, and motion that gave depth and energy to every touchpoint. Outcomes were made tangible, with the brand, web, and product all communicating measurable benefits such as time saved, spam eliminated, and better rates secured.
PREVIEW
Service we provided
Branding
Product Design
Website Design
