Championing entrepreneurship

FinTech unicorn Flutterwave was founded on an audacious dream: to see entrepreneurs take global stage. One problem: Africans are separated from each other and the world by dozens of unconnected banks, currencies and mobile wallets. Flutterwave built bridges between financial systems. We captured their spirit in a vibrant identity that champions entrepreneurs and their dreams.

The Fintech scene is dominated by green and blue: too phlegmatic for Flutterwave. FinTech aesthetics are in stark contrast to the dreams of the African entrepreneur, which are bright, vivid and colorful. With a new brand story centered around self-made success, we positioned Flutterwave more within the creator economy and outside of the FinTech scene.  

During the corona-crisis, Flutterwaves’ butterfly logo-mark became a mark of trust for African entrepreneurs across the continent. We elevated the butterfly and made it the hero of the new identity. We simplified the butterfly in two ellipses that can exist in every color. Apart they represent the forces of commerce: supply and demand. When the two ellipses meet, they represent the entrepreneur. And as entrepreneurs can appear in many shapes and sizes, the butterfly can do too. All the motion elements are based on actual wing movement of a butterfly. Resulting in an organic way of shapes, forms and animation, that can be combined with the outstanding illustrations by Milena Bucholz or photography.

Six main colors match the six traits of a successful entrepreneur (as defined by Forbes): creative, motivated, passionate, easy going, robust and eager. Besides a modular system, we provided Flutterwave with a digital component library. Within the defined components like colors, photography, ellipses, illustrations and motion, Flutterwave has the flexibility to go from conversion to storytelling in a split second. 

The butterfly and ellipses are at the base of every brand asset of Flutterwave, whether used in animation, illustration or photography within the digital realm.