VISUAL DESIGN / B2B FINTECH / MULTIMEDIA / 2024

Reimagining a fintech brand, from Logo to business collateral.

Overview

After 20 years of success and evolution in the fintech industry, Universal Processing initiated a comprehensive rebranding effort to reflect its commitment to innovation and growth. As a visual designer, I collaborated with a team of designers, product managers, and executives to redefine the brand’s identity.

Tigerless Health is an insurance provider that offers specialized health plans for international students and visitors in the U.S.

Trusted by customers from 136+ countries and generating $100M+ in savings, Tigerless Health needed a clearer, more action-driven website to match its impact. The redesign focused on improving clarity, readability, and mobile usability, resulting in a 21% increase in ticket submissions for inquiries.

Tigerless Health is an insurance provider that offers specialized health plans for international students and visitors in the U.S.

Trusted by customers from 136+ countries and generating $100M+ in savings, Tigerless Health needed a clearer, more action-driven website to match its impact. The redesign focused on improving clarity, readability, and mobile usability, resulting in a 21% increase in ticket submissions for inquiries.

My role

I worked with a cross-functional team that included 2 product managers, 3 graphic designers, 1 copywriter, and leads from marketing, sales, and legal teams.

Logo

The new logo is designed to resemble a tree growing in a pot, which symbolizes growth. This represents uP’s commitment to promoting customers’ growth.

Color

The new uP brand embraces a brighter blue and a new bright green color to express the brand’s ambition to be non-traditional and its dedication to innovation.

Font

Objektiv MK1 was chosen as the brand’s new font for its modern look and readability.

Social media

uP’s rebrand was presented to the public through a series of social media campaign.

Business collateral

uP’s new branding was also reflected in updated business collateral including folders, business cards, and sticky notes.

Presentation Design

Internal presentation templates were updated to ensure readability and a consistent brand image.

Company t-shirt

The company t-shirt embraced a new design that reflects the brand's updated style — clean and modern.

Tradeshow backdrop

The backdrop was designed to showcase key features of uP’s point-of-sale system in a clean, engaging layout, tailored for maximum impact at trade shows.

© Wenju Huang 2025