Art Direction
Visual Identity
Web Design
Finance
● La clave
09 of 10
Transform financial education by empowering women to take control of their finances.
2023
La Clave Finanzas is a financial education project for women, led by accountant Antonela Scarano. It aims to motivate and empower participants to take control of their finances, acquire practical tools, and build confidence and conscious autonomy in managing their money.
The identity is inspired by the workshops as a digital learning encyclopedia, built from windows, modules, and a custom icon system. This approach enables content readability and organization, reinforcing the idea of a modern, professional, and approachable space for users.
Digital identity
through icons.
To visually reinforce the digital theme, we designed an icon system inspired by Susan Kare’s style.
Each icon is based on the minimal expression of the pixel, which, when applied at a large scale and repeated successively, creates an irregular line. This technique strengthens the project’s digital identity, adds character to the graphic elements, and maintains visual consistency across all modules and interfaces.
We aimed for an art direction that balances the digital universe with human presence, achieving this through an intimate, welcoming photographic approach that encourages users to actively participate in this large movement.
The result is an identity that appeals to a young audience, motivating them to pursue entrepreneurship and promoting strong financial habits, so they can achieve independence, security, and confidence in managing their finances.
Values