Proforma | SaaS App & Branding

Founded by Financial Analysts, Proforma introduces the world to wonders of capital raises. Already used within SaaS technology markets, Proforma was ready for a brand and UI that matched their ambitions.

Services Provided

Brand Strategy | SaaS Design | Web Design | Data Visualization

BRAND STRATEGY & GUIDELINES

Setting a course for the future, Proforma needed a brand that distinguished them as a true pioneer of financial investment.

The Proforma team initially identified their brand attributes as progressive, optimistic, and best-in-class. Although accurate to their current organization, we worked with their team to identify personable characteristics of its bolder future and ones that could only be attributed to Proforma.

We saw Proforma as The Intellectual Maverick: personal and individual. They're Assured and Bright: confident leaders approaching the future with expectancy, not hesitation.

We worked as partners with the Proforma team to create a new logo and logotype around a larger brand experience that better communicates to a broader target audience, conveying the values behind the company. The new brand embodies the attributes of quality, authenticity, credibility, and approachability.

USER EXPERIENCE & USER INTERFACE DESIGN

Our interactive work began with a content audit and low-fidelity wireframes — affectionately called "LoFis." LoFis allow us to work through page goals, content, storytelling, and the customer's journey before UI design begins. For Proforma, we rearchitected some site content to reflect updates to the product and proposed new mental models for understanding its features and offerings. High-fidelity wireframes, or HiFis, then begin to solve the problem of how to communicate that information visually. Through UI design, we brought the brand to life and worked to position Proforma as setting the bar for the future of modern development, including employing stylized visuals and expert visual hierarchy.