Visual Identity, Product Website, Web Application, Implementation QA

Helping a rising California fintech startup step up their game by solidifying their brand and creating an effortless customer interface.

Let’s revolutionie the world of credit

California-based, 10+ employee, fintech startup for borrowers and lenders.

Zense is a blockchain platform for getting your next loan. Whether it’s a car or school loan, mortgage, or credit card, we’ll get you funded through the power of blockchain and AI.

They are revolutionizing the loan process. Traditional loan processing is known for being inefficient and costly. Zense stands as a middle ground, connecting lenders and borrowers. They help to originate loans faster and optimize your portfolio retention.

A team of mortgage and technology specialists to revolutionie the credit process.

Main struggles

Zense experience before working with us was tedious. There was no clear brand representation making it indigestible for both their customers and potential investors. Applying for a loan or mortgage was super confusing for new customer users.

With a new brand name, we started our process by creating a their visual identity from scratch. The Zense team loved our solution so much that the process evolved into a complete brand guideline definition! The process then emerged into Zense product website and web application for both desktop and mobile platforms.

Dima Lepokhin

The Plan

No tricks. Just strategy:


Align our understanding of the product through several Discovery Sessions


Fill and review strategic canvases; review and confirm them with stakeholders


Jump on developing a new visual identity from scratch along with marketing materials, and UX/UI guidelines


Deliver their visual identity, and continue to iterate on product enhancements with Zense

Dima Lepokhin

Step One

Our exploration. Before the brainstorm settled.

Visual Identity is crucial for every digital product that strives to scale. Starting from scratch, we delivered Zense a style that could align with who they were, at the same time, providing a world-class look. Just what they were looking for.

We kept growing the idea of Visual Identity fusing it with a consistent approach. It indeed took multiple trials, but we in the end, the solution was quintessential.

Final Idea

“With ense, loans finally start to make sense”

"One of the toughest things was to find that one and only personafication of Zense. We went through a variety of concepts and ideas as you can see above. The goal was to create such a symbol that would incorporate the eastern tranquil mentality when dealing with paperwork. It also had to include the name of the company and show the order along with their process. Sure, at a first glance, it looks like a curved "Z" letter, but below you can see it unfurls in a visual manner."

Stan Yakusevich

Part One

Stan Yakusevich

“We’ve created a scalable system of visual elements that can easily be applied to a full variety of product’s parts.”

Let’s get straight to digital

New marketing website and a mortgage app

This project phase took us a while. However, the component-based approach allowed us to finish up Zense product parts in the matter of just a couple of months.

A team at Zense found our process highly adaptable and easy to understand. It allowed them to shorten their development time and quickly integrate the new design language for their upcoming marketing website and a mortgage app.

Dima Lepokhin

Step One

One and done

From researching different lenders, comparing rates, and filling out form after form, to finding and applying for the credit you need can be a daunting process. The good news is the credit application process doesn’t have to be so monumental.

With Zense, your next application is your last. Once you’ve signed up, dealing with credit couldn’t be easier. Zense utilizes the power and security of AI, machine learning, and blockchain to automatically validate borrower data and qualifies them appropriately to connect with perfect lenders.

Vladimir Gruev

The Second Part

Our clean looks = increased efficiency.

The customer interface in the loan process is serious. We strived to keep it simple by going after the functionality, no extra bells and whistles. This way, it would help users to quickly learn and adapt to a newly introduced app, as well as prevent potential errors and mistakes while completing their loan processes.

Vladimir Gruev

The Third Part

What did Zense think?

Remy Pham

CMO, Zense

When we engaged, we had a simple web app that Heartbeat helped us create a brand identity for. Now we have a great brand guideline definition! We have a much more digestible brand and that helped us have some important conversations, as well as played part in raising capital.

The communication was good and reliable. The assets for the brand were quite valuable as we continue to leverage them in present and future features.

Gordon Snyder

Chairman Of The Board, Zense

I continue to feel that you and your team have done elegant, first-class work for Zense and remain most grateful for it.

Trusted by startups with $300M+ in funding:

Partners backed by:

Small = effective

We are surrounded by amazing cultural and physical weather climates. Our HQ is located in Odesa — a beautiful seaside resort near the Black Sea. Anton Checkhov lived in this same neighborhood, and we are just one minute away from the opera house where Tchaikovsky conducted.

  • Working with founders from Y-Combinator, US SaaS awards winners, guys from Forbes, Business Insider, Daily Beast etc.
  • 7 years with same leadership team structure — right people at right seats
  • Creative Director — Awwwards International Jury
  • Got more than 100000+ followers across all design social networks
  • Companies we’ve worked with got more than $300M+ in funding
  • Spent $200,000 building our in-house web-app
Let me know the process
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