Taking the pain out of payments and putting the action into transactions.

Aria takes the pain out of payments and puts the action into transactions. The Paris-based fintech startup asked us to come up with a radiant connected brand system and a website that would take their B2B payments platform from complex to compelling. Mais bien sûr.

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“Companies have to look like banks and like software but also be techie and this identity manages it with some novelty”

BrandNew

“The sleek, functional design redefines fintech branding and also positions Aria as a rising player in the B2B payments space”

TBI

Aria Raises €15 Million To Expand Digital Payments Model.

Forbes

“A digital-first firm needs a digital-first identity. For Aria we built a hard-working brand that could be put to use straight away, out of the box, at the most important touch points.”

Ben Wynn-Owen, Creative Director

Make payments flow as smoothly for businesses as they do for consumers.

Aria’s big idea: Make payments flow as smoothly for businesses as they do for consumers. The solution: a deferred payment infrastructure with financing options for B2B service marketplaces and transactional SaaS platforms. Fuelled by a €15m Series A round led by European fintech investor 13books Capital, Aria’s single-minded founders, Clément Carrier and Vincent Folny, came to us poised to realise their lofty ambitions.

Born ready.

Like most early-stage tech startups, Aria had pragmatic requirements, a thick and slick brand manual taking the back seat to something practical and beautiful, immediately ready for active duty. Together, we developed a connected digital brand, purpose-built for screens, and ready to come alive both on the website and in the product from day one.

Elementary particles. The brand system’s core creative concept is the flow of digital money — fluid, seamless and high-tech. The electric green “Kinetic Square” is the foundational element, symbolising a single transaction transforming into fluid patterns, giving the brand a sense of movement, even when perfectly still.

Electric personality. Directly connected to the broader visual language, the illustration style supports both metaphorical and literal interpretations. It’s expressive, flexible and instantly recognisable.

On the spectrum. Four key visual devices — Kinetic Square, Texture, Supergraphic, and Illustration — let Aria flex its brand across a broad spectrum of contexts, ranging from functional to expressive.

Family traits. Aria’s logo is a direct descendant of the Kinetic Square, the animated version drawing inspiration from the more expressive Supergraphic device.

Looking for a type in finance. Aria’s primary typeface is the hardworking and structured 37 Lineca — both suitably techy and a good balance to the expressive illustration style. For no-nonsense body copy, the hyper-legible STK Bureau Sans steps in.

Colour of money. Aria’s palette draws inspiration from the world of physical currency, with an added jolt of electricity for good measure.

Money shots. With high flash and warm color grading, Aria’s photography aims to capture moments of genuine human emotion, providing a contrast to the brand’s overall electric vibe.

Net assets. Aria’s website puts the brand elements to good use, with lively graphics at the forefront to convey the idea of money in motion. Clean, unfussy, and enhanced by some carefully placed, eye-catching bits, it’s designed to tell an engaging story.

You have a Rive. Back in the day, showcasing a product’s features on a marketing website often meant using a linear product-shot video. Nowadays, however, Rive animations let our motion designers create interactive miniatures, giving prospective buyers a tangible, hands-on experience of Aria right there on the website.

Invisible touch. Getting the iridescent motion graphics to play well with other elements on the site was surprisingly tricky. But thanks to our clever developers and their transparent video formats, you couldn’t possibly tell.

Narratives with benefits. Branded user interfaces highlight the features and benefits of Aria’s product, in this case, demystifying its white-label API solution.

“A digital-first firm needs a digital first identity. For Aria we built a hardworking brand that could be put to use straight away, out of the box, at the most important touch points.”

Adam Burn, Lead Designer

“Now our brand does exactly what we need it to, combining form and function to visually communicate our business across our product and site, preparing us for our renewed mission: to make money flow for businesses.”

Clément Carrier, CEO at Aria

With thanks to

Clément Carrier

Pierre-Antoine Bauduin

Tsanta Rabemananjara

Taking the pain out of payments and putting the action into transactions.

Make payments flow as smoothly for businesses as they do for consumers.

Born ready.

Partner with us.

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Make payments flow as smoothly for businesses as they do for consumers.

Born ready.

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