Digits
AI Accounting Site
Digital Design
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Assignment
Digits is an AI solution for accountants and small business owners. It allows for easier book keeping, real time insights and powerful financial reports.
When Digits approached Above about rethinking their marketing website and AI accounting tool, it became apparent they had challenges. While the core product is potentially ground breaking, it was complicated to explain. Many business owners hates accounting and there is a sceptisism to AI “getting the numbers right”. On top of that Digits’ visual expression and user interface was outdated.
“Most small business owners hate accounting. They just want to focus on why they started their business in the first place — their passion.”
Jeff Seibert
Co-founder & CEO, Digits
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Solution
The new visual expression embraces the duality between data driven and sleek AI solution and warm and relatable everyday moments of small business owners.
Setting to the tone for the Digits brand as a whole we defined the visual expression both for the marketing website as well as the AI product. Different tools in the visual toolbox were given a distinct purpose within the bigger visual expression. As a whole, the marketing website need to build trust in the product, but also be relatable in order to be appealing and desirable. Additionally, it needs to be decluttered and feel simplified and efficient.
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Typography, color and imagery
We pair the friendly and inviting Stabil Grotesk with an understated monochrome green color palette to achieve an expression of premium simplicity. In contrast to this we are working with a warm and relatable imagery portraying small business owners in everyday work situations.
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Tonality and image treatment
Building on the duality between powerful accounting and simplified everyday work life, we play with a shift of focus both in tonality and image treatment.
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Iconography
The illustrations and icons leverage a simplified visual language, with sleek geometry as the connecting visual DNA between hero illustration, product features and functional UI icons.
“I think perhaps the biggest challenge was to balance the visual expression of Digits so it felt simple and trustworthy, as well as appealing and desirable.”
Tom Eriksson
Design Director, Above
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UI elements
The UI elements are understated and simple, monochrome black and white, with the visually striking brand green as the guiding color.
“99% of all US companies are startups or small businesses. They form the foundation of our economy. They deliver almost half of the country's GDP. And yet, for these ~30 Million founders, accounting is broken. So, we're fixing it.”
Jeff Seibert
Co-founder & CEO, Digits
About
About
Digits is a financial technology company offering tools for small businesses and accountants. Their platform provides real-time financial insights, automated bookkeeping, and analytics to streamline financial management. Utilizing machine learning and AI, Digits simplifies workflows and enhances decision-making, integrating seamlessly with existing accounting software to empower business growth.
Year
Year
2023-2024
Capabilities
Capabilities
Brand Identity User Experience Design Visual / User Interface Design Communication Copywriting Project Management
