Creating a dynamic brand identity and digital experience for the platform revolutionizing how businesses acquire technology.
Vartana is reimagining how businesses purchase software and hardware with its modern BNPL (buy-now-pay-later) platform—essentially functioning as "Affirm for B2B." Our challenge was to develop a brand identity and digital presence that would distinguish Vartana in the competitive fintech landscape while communicating the simplicity and efficiency they bring to B2B financing. The resulting identity system captures the dynamic movement of financial transactions and the powerful connections Vartana creates between buyers and sellers.
What we did
— Brand Messaging and Positioning
— Visual identity
— Strategy Development
— Website Design
We worked closely with CEO Kush Kella and Co-founder Ahmed Sharif to transform their brand vision into a tangible identity system.
These conversations revealed key themes that would guide our design approach: Vartana's role as a connector between entities, the simplicity they bring to complex processes, and the dynamic movement of financing that powers technology acquisition
Geometric precision meets dynamic movement
At the heart of Vartana's visual identity is a distinctive logo composed of two overlapping pixels/squares that come together to form a new square. This elegant symbol subtly illustrates Vartana's role in connecting entities and creating new possibilities through these connections. The mark is intentionally simple, bold, and smart—capturing the spirit of a brand that makes complex processes effortlessly straightforward.
The color palette reinforces this positioning with a sophisticated combination of white, bright blue, and corbeau (dark blue). These colors convey technological precision and financial trustworthiness while creating a bold, distinctive presence that stands out in the competitive fintech landscape.
The visual system extends beyond the logo through a distinctive graphic language built around pixels and diagonal arrows. This treatment creates a sense of movement and direction that reflects the dynamic nature of Vartana's business. The flexibility of these elements allows for varied applications across different touchpoints while maintaining instant recognition.
Through this comprehensive brand development, Vartana now has a distinctive identity that authentically represents their innovative approach to B2B technology financing—positioning them for continued growth and leadership in transforming how businesses acquire technology.
By providing this robust foundation, we empowered Vartana's team to confidently extend the brand into new applications while preserving the core identity that distinguishes them in the market.
