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 On top of that Digits’ visual expression and user interface was outdated.

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.

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.

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.

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.

The UI elements are understated and simple, monochrome black and white, with the visually striking brand green as the guiding color.