RocketFNCL

Rocket Financial is a forward-thinking tech startup focused on the future of Embedded Finance. I was brought on to lead the website UI/UX, translating a complex product ecosystem into a clear, engaging digital experience. The Brand identity was handled by my Senior Designer, and my role was to extend that system into a functional, scalable web experience.

Investigate, Inspire, Execute

A scalable UI/UX system that clearly differentiates multiple fintech solutions within a unified brand.

The Challenge: A Unique Market
Rocket Financial operated within a unique market, offering multiple distinct products (solutions) under one umbrella. The challenge was clearly differentiating each solution while maintaining a cohesive brand presence. Each offering needed to feel unique without fragmenting the overall experience. An additional requirement was a dedicated developer-focused section with its own functionality. While the company name leaned toward literal “rocket” visuals, we needed a concept that felt refined, innovative, and aligned with the brand’s future-facing vision.
The Solution: Innovation
I developed a galaxy-tech inspired visual system that positioned Rocket Financial as a company building the future of Embedded Finance. Each product was treated as its own entity within a shared universe, using unique colour accents to differentiate solutions while maintaining consistent layouts and branding. Custom imagery and animation were created to feel modern, fresh, and aspirational; avoiding literal interpretations while reinforcing innovation. The developer section was designed to be clear, purposeful, and easy to navigate, while remaining visually cohesive with the rest of the site.
The Results: Start-up Launch
Rocket Financial launched with an innovative galaxy look and feel that clearly communicated both product differentiation and brand cohesion. Although the company has since evolved its visual direction, this project remains a strong example of my approach to UI/UX design and creative direction, balancing clarity, strategy, and visual storytelling in a complex product environment.