Hum Capital
A better way to fund growth
Hum Capital is a fintech company that connects growth-stage businesses with the right capital, aiming to make fundraising more equitable, efficient, and accessible. Their Intelligent Capital Market (ICM) platform leverages AI and machine learning to match companies with investors and lenders based on performance data, rather than personal networks or vanity metrics.
As the lead designer overseeing logo, design, and UI/UX, I collaborated closely with the Thackway McCord team throughout each phase of the project. Our goal was to create a brand identity and digital experience that reflected Hum's innovative approach to capital fundraising.
Discovery & strategy
Partnered with strategists Simon Thackway and Jonathan Paisner to conduct stakeholder interviews and market analysis, identifying the need for a brand that stood out in the crowded fintech space while communicating complex financial offerings in an approachable manner.
Naming development
Collaborated with creative director Kat McCord and lead designer Bianca Seong to transition the company's name from "Capital" to "Hum," evoking technological connectivity and the constant flow of capital central to the company's value proposition.
Logo & visual identity
Bianca Seong executed the logo under Kat McCord's direction, while I shaped the broader visual system. The identity balances tech innovation with financial credibility, featuring a distinctive wordmark with custom letterforms and a vibrant color palette that sets Hum apart from traditional financial institutions.
App icon & mobile interface
Led the design of the Hum mobile experience and app icon, ensuring brand consistency across platforms. Collaborated with Scyld Bowring to craft an app icon that balanced recognizability with mobile interface constraints.
Motion design principles
Developed a comprehensive motion language for Hum that reinforced brand values such as energy, connection, and forward momentum. Worked with Scyld Bowring to create animations that embodied these principles.
Digital experience design
Worked with developer Dave Morreale to bring the UI to life. The responsive website design effectively communicates Hum's complex offerings in an accessible way, guiding potential clients through the funding process with clear navigation and compelling visual storytelling.
Brand application system
Produced versatile templates and collateral to ensure consistent implementation across all touchpoints, including digital templates, presentation decks, social media assets, and print materials.
Interactive presentations
Designed interactive presentation templates that helped the Hum team convey their story to investors and clients, incorporating subtle animations and data visualizations to explain Hum's AI-driven matching process.
Brand guidelines & design system
Consolidated components into a Figma library, developing a robust design system with reusable components and clear documentation. The brand guidelines provide comprehensive rules for logo usage, typography, color application, photography style, and voice and tone.
Digital advertising
Developed a cohesive digital advertising system that maintained the Hum brand across various platforms while adapting to different format requirements, effectively communicating Hum's value proposition to target audiences.
Launch & market reception
Scyld Bowring created energetic 3D assets for the launch. The phased rollout of the new brand across all channels was carefully coordinated to maximize impact. The rebrand was well-received in the market, helping Hum to secure additional funding and attract new clients. The project won multiple design awards, including Transform North America 2021 Rebrand (Gold), Indigo Awards 2021 Branding (Silver), and Wolda 2021 Rebrand (Gold).
Project credits
Agency: Thackway McCord
Client: Hum Capital
Role: Logo, Design, UI/UX
Creative Director: Kat McCord
Lead Designer: Bianca Seong
Strategy: Simon Thackway, Jonathan Paisner
Programming: Dave Morreale
3D Work: Scyld Bowring