Conpend Ai
Branding Concept
Role
Brand Identity & Visual System Design
Overview
I developed a visual brand evolution for Conpend, a trade finance technology platform helping banks automate complex global trade workflows. The aim was to elevate the brand to better reflect its position as a credible enterprise partner while creating a scalable visual system that could support marketing, sales materials and future product growth.
Approach
The original Conpend logo paired a hard-edged icon with a rounded typeface, creating a visual disconnect. I refined the mark by introducing DM Sans and aligning the typography with the icon’s geometry. Subtle angled cuts within the p and d echo the oblong device, adding personality while maintaining a clean, professional feel.
The oblong form became the foundation of a wider visual system. Individual shapes represent fragmented pieces of trade data — documents, compliance checks and shipping information, which combine to form a unified ecosystem. This visual metaphor reflects how Conpend transforms complex, paper-heavy processes into a structured, intelligent workflow.
The same geometry informed a product icon system for Trade.ai, Loans.ai and KYC.ai, ensuring each product has a distinct identity while remaining recognisably part of the Conpend platform. The result is a cohesive brand system capable of simplifying complex financial processes and communicating clarity, control and confidence to a banking audience.
Deliverables
- Refined master logo
- Sub-brand icon system
- Visual identity stylescape
- Data and workflow visual language
- Social and marketing templates
- Motion concept for brand storytelling