When Qwale, a fintech platform dedicated to empowering individuals to achieve better financial futures, sought to redefine its brand identity, designer Ruiqi Sun stepped in with a transformative vision. Qwale provides users with tools such as credit builder loans, credit monitoring, and ID verification, enabling them to take control of their financial lives. Its mission to foster financial empowerment formed the foundation of a rebranding effort that was about more than visuals—it aimed to inspire confidence and freedom. Sun’s redesign skillfully aligned Qwale’s visual identity with its core values, creating a brand that resonates deeply with its audience.
The design philosophy behind the project reflects Sun’s keen ability to communicate emotional narratives through visual elements. The new Qwale logo features hues of deep blue and purple, chosen for their psychological impact—blue evokes trust and reliability, while purple brings a sense of calm and focus. Together, they create a reassuring presence, making Qwale feel approachable and dependable. At the center of the redesign is a minimalist bird icon, which symbolizes freedom, growth, and empowerment. The clean, upward motion of the bird captures Qwale’s mission of helping users rise above financial challenges and achieve their aspirations.
This transformation was not just a creative exercise; it was deeply rooted in empathy and user-centered research. Sun began the process with in-depth one-on-one user interviews, persona development, and journey mapping to uncover the pain points and aspirations of Qwale’s users. Many shared feelings of intimidation and frustration with existing financial tools, often describing them as overly complex or unapproachable. By conducting qualitative usability testing, Sun ensured the redesigned brand addressed these concerns head-on, making Qwale more intuitive, supportive, and emotionally engaging.
Every element of the redesign was carefully curated to strike the perfect balance between professionalism and approachability. Sun employed minimalist design strategies, using negative space to emphasize clarity and organization, while clean typography reinforced a sense of modernity and reliability. The result is a cohesive visual identity that not only looks elegant but also instills trust and empowerment in its users.
The success of this redesign has been widely recognized, earning Sun and Qwale multiple prestigious awards, including the 2024 A’ Design Award – Iron, the Muse Creative Award – Silver, and several accolades from the INDIGO Design Awards. These honors highlight not only the aesthetic excellence of the project but also its ability to connect with users on a deeply human level.
For Ruiqi Sun, the Qwale project represents more than a professional milestone—it reflects her broader philosophy as a designer. “Good design isn’t just about how it looks—it’s about how it makes people feel and how it helps them,” Sun explains. This belief shaped every aspect of the redesign, from the color palette to the final user experience. Her approach combines precision, empathy, and creativity, transforming design into a tool for empowerment.
Following the success of Qwale’s redesign, Sun is already exploring new frontiers. Her latest endeavor—a groundbreaking AI-powered shopping tool—aims to personalize online shopping experiences while addressing both practical needs and emotional journeys. Just like her work with Qwale, this project is driven by her commitment to blending innovation with user-first principles, further solidifying her reputation as a designer who creates with impact and empathy.
Ruiqi Sun’s redesign of Qwale is a testament to the power of thoughtful, empathetic design. By crafting a brand identity that fosters trust, clarity, and empowerment, Sun has elevated Qwale’s presence in the fintech industry and set a new standard for branding excellence. Her work reminds us that great design isn’t just about appearances—it’s about creating meaningful connections that inspire confidence and change.