Zühal Öztürk
FinTechCreative

360 Lifecycle: Brand Refresh

Refreshing the 360 Lifecycle identity to support a growing financial platform.

Role

UI/UX Designer

Duration

8 Months

Platform

Web & Mobile

360 Lifecycle brand board: the illustration set, primary and reversed logo lock-ups, the six-colour palette with hex and PANTONE references, and the Montserrat type specimen.

Project Overview

The Challenge

360 Lifecycle had grown from a single product into a broader financial platform, but its visual identity had not kept pace. The existing identity needed clearer rules for use across a wider range of products and materials.

I refreshed and extended the existing identity across product, web, marketing and physical materials. The aim was to make the visual language more consistent without replacing what was already familiar.

01

Foundation

THE PROBLEM

The existing identity had a wordmark and a core blue, but limited guidance for smaller formats, colour use, typography or graphic applications.

THE DECISION

I extended the existing mark into a set of practical formats and organised colour, typography and illustration into reusable visual rules.

THE OUTCOME

The refreshed foundation provided clearer guidance for digital and physical use while keeping the existing brand recognisable.

360 Lifecycle Brand Guidelines cover: the wordmark above a line-drawn interface badge on a midnight purple ground.
02

Digital

THE PROBLEM

The product and website had grown screen by screen, so spacing, typography and component styles were not always consistent.

THE DECISION

I applied the refreshed visual language through reusable tokens, patterns and components, starting with 12 priority screens rather than changing every screen at once.

THE OUTCOME

The 12 priority screens used the same visual rules, supported by 48 reusable components and shared tokens.

03

Beyond the Screen

THE PROBLEM

Campaigns, event materials and physical collateral did not yet share the same visual rules as the product.

THE DECISION

I extended the refreshed identity into templates for presentations, social assets, events and print. The same colour, typography and graphic rules could be reused across formats.

THE OUTCOME

The toolkit covered 8 collateral categories, giving the team reusable starting points for new materials.

360 Lifecycle campaign flyer: a Scan me QR code beside an open envelope, an hourglass and pound coins, drawn in the refreshed brand illustration style.
360 Lifecycle campaign flyer: a teal hourglass with pound coins falling through it on a midnight purple ground.
360 Lifecycle campaign flyer: two hands shaking, drawn in the refreshed brand illustration style on a midnight purple ground.

Key Outcomes

48 reusable components supporting the refreshed digital identity

SHARED TOKENS · REUSABLE PATTERNS

12 priority screens updated with consistent visual rules

PRODUCT · WEB · MOBILE

Brand toolkit covering 8 collateral categories

SOCIAL · EVENTS · PRESENTATIONS · PRINT

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