Fictus
A platform that advances salaries has to inspire the same confidence as the money it delivers.
The challenge
Fictus was created to give employees instant access to the pay they have already earned, with legal certainty for partner companies. The brand had to combine the solidity of a financial institution with the energy of a tech company, and work in Brazil, the United States and Portugal.
The solution
I built an identity of contrasts: a sturdy, stable logotype as the anchor, and a modular, vibrant symbol as the visual expansion.
The brandbook covers purpose, logotype, symbol, colour, typography, photography, graphics and applications, so that the brand can grow consistently in any country.
Purpose before design
The brandbook starts with the brand's why, how and what. That foundation guides every visual decision that follows.
Vision
Make sure anyone can access the money that is already theirs, instantly, safely and responsibly.
Strategy
Reliable technology, simple integration and transparent processes, in a B2B2C model that brings the benefit to employees without hassle.
Mission
Provide smart, reliable and ethical earned wage access, connecting companies and employees with instant liquidity and responsibility.
A logotype with attitude
Aloevera Bold, geometric and sturdy, was customised: wider spacing, a square, offset dot on the i and a new cut on the t. These breaks in symmetry bring an almost brutalist language, legible at small sizes and with presence at large ones.
A world in modules
The symbol brings together rounded, asymmetric modules on a 3x3 grid, evoking maps, cells, constellations and networks. Brazil, the United States and Portugal each have their own arrangement, without being literal about geography.
A palette with energy
Sophisticated neutrals, energetic amber and orange and an institutional black base let the brand move between corporate and disruptive. For typography, Geist Sans brings clarity to headlines and copy.
Main colours
- Black#0A0A0A
- Basalt black#252523
- Dark grey#494949
- Amber#FCB93A
- Orange#FF7600
- White#FFFEFD
- Grey#D8D5CE
- Cream#F1EDE6
Photography and graphics
Photography shows real people in moments of calm and achievement. The symbol's modules become patterns and textures that give rhythm to every piece.
From badge to building
The guidelines come to life in stationery, badges, the app, a smartwatch, signage and outdoor media, always with black as the base and amber as the point of light.
The result
A solid, expressive brand with complete guidelines, conveying trust without losing the energy of a tech company.
