Summa Financial Technologies is a fintech company that provides next generation digital solutions for the investment management space. The Summa platform captures data from a wide range of sources, while also providing analytics, conditional workflows and reporting to all members of a firm. Furthermore, their multi book of record platform provides a digital audit trail across systems and an infinite set of business intelligence rules. As a result, they are able to give financial services firms the power to adapt to changing environmental forces on a constant basis, in addition to allowing firms to innovate rapidly and efficiently. Summa is based out of New York, San Francisco, Amsterdam, and Milwaukee.
When Summa approached us, they had been working with a different design agency, but were underwhelmed with their work. Although they had a logo, a small set of colors, and a slide deck template, none of these design assets were scalable enough for them to define their company’s visual style.
While Summa had a few building blocks already in place, they needed help in building an identity system that could scale with their brand.
Working with the Summa leadership team, we were able to understand their target audience and the type of messaging they wished to get across to them. Then, we refined their existing design assets and created a new look that would help them stand out in the fintech space.
Once the new design assets had been established, we set the Summa team up on the Lingo app, which would allow us to define a set of design guidelines for them and easily organize their assets.
As a fintech company, Summa not only aggregates large amounts of data for their customers, but they also provide them with meaningful ways to use it. One of the concepts we really liked in relation to this was the idea of using dots to signify the various data points they collect for their customers.
We wanted to hammer home the idea that Summa brings order to their customers’ data, so we organized the dots into different shapes, or “waves.” This concept allowed us to come up with a variety of new and unique wave patterns that still felt visually similar to each other.
When we were approached by Summa they had a logo designed already, however they did not have any other assets to build their brand. We worked with Summa’s leadership team to define a set of design assets for Summa to build their visual identity.
The Summa logo allows for usage with both the icon and wordmark, or the elements can be used individually.
We created a custom set of icons to depict several concepts specific to Summa's service offerings.
A custom set of icons were created in 4 different styles.
The dot wave pattern provides the Summa team with the flexibility to work at different shapes, sizes and orientations.
We worked with the Summa team to define 3 photographic styles that can be used through various design pieces. The various styles are meant to provide Summa with the flexibility to use stock photography, yet still create a unique look that aligns with the company’s visual style.
The Summa website is built on WordPress to allow the their internal team members the flexibility to manage the content of their website moving forward. As part of this process we helped to customize a prebuilt WordPress theme, providing Summa with custom coding and configuration to create a look unique to the Summa brand.