Ronnie Johnson
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Point

Point is a silicon valley startup that allows existing homeowners and new homebuyers make better financial decisions by unlocking the wealth tied up in your home. We worked together to update their overall look and feel, including things like typography, imagery, and a refresh of their color palette.

 
 

Point

 


Deliverables

Creative Direction
UI / UX
Illustration


PROJECT OVERVIEW

Point is a silicon valley startup that allows existing homeowners and new homebuyers make better financial decisions by unlocking the wealth tied up in your home. We worked together to update their overall look and feel, including things like typography, imagery, and a refresh of their color palette.

 
 
 
 

Your new, home equity partner.

From the outset, it was important to not only understand how Point got their start, but where it was they were wanting to go. Taking an in-depth look at their target demographic, as well as things like sociographics helped lead a lot of our early thinking.

Once we had determined who it was we were trying to reach, and understanding their needs, we moved on to things like information architecture, typography explorations, and high-level wireframes.

 
 
 
 

Visualizing impact.

We realized almost immediately that our initial approach was coming across as too authoritarian. We wanted to make sure people trusted Point, but definitely didn't want to give off a vibe that was unrelatable. This led to me exploring ways to introduce illustrations that would help balance out and humanize some of the more to-the-point sections. 

 
 
Before
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