Struxtion
Goals & Challenges: Create a brand identity and application UI for a new product offering financial services in the construction industry, and a website to launch it. An opportunity exists for a financial service that can provide subcontractors with working capital faster, so they can keep their businesses running smoother, but the challenge was finding a way to encourage them to give it a shot.
Idea: Create a brand that connects with construction professionals, but with a touch of polish and style. Make the website's language straightforward, with product screenshots to show how the platform worked. Encourage adoption with a transparent, no-nonsense approach and a product that was polished and professional.
Identity
Struxtion connects with construction professionals through aggressive visuals and copy—showing work being done, getting straight to the point. Short, punchy headlines. Visuals of workers and tools. No-nonsense messaging. Iconography, patterns and photo style that's sleek and tech-focused, but not too sophisticated.
Ease of Use
Currently, the process for subcontractors to get paid for completed work can be excruciatingly long. Showing the platform's simplicity and intuitiveness and explaining its key benefits in a clear, easily understood way was key to getting customers to sign up.
Transparency in every aspect of the application and offer process, from fees to tasks the user needs to complete, make the platform a frictionless experience.
