Rocket Money, an app used by over five million people to build smarter financial habits, is evolving into a financial intelligence platform. I designed the visual identity for new proactive guidance features, with a focus on iconography and 3D-styled visuals.

overview

Highlighting key iterations

To better compare the top options for the AI visual brand identity, I created a matrix to contrast their properties. Additionally, I explored numerous concepts and iterated extensively. These options were chosen based on stakeholder feedback.

first concept

I designed an icon and 3D graphic that combines a chat bubble with a robot, making personalized financial guidance feel conversational and intelligent.

second concept

Crafting a crystal ball for proactive guidance

To stand out from existing robo-finance products, I created a crystal ball visual that feels futuristic, insightful, and abstract. This approach avoids the uncanny valley effect of a robot, offering users a friendly, intuitive experience.

third concept

Designing an astronaut-like character

Inspired by the Rocket brand’s space theme, I crafted a welcoming astronaut character that feels both approachable and futuristic.

forth concept

I explored creating the finance companion from the Rocket logo’s negative space. This abstract, friendly character scales well across sizes, reinforcing a positive user experience. Three variations of this approach were explored to assess whether the character should feel more like a cartoon or a realistic figure.

fifth concept

Framing the Rocket logo as a brain

In this concept, the Rocket logo is placed within a head and side profile to convey intelligence and conversation.

sixth concept

Designing a dial with calm colors and movement

Recognizing that the new AI capabilities will enhance the entire app experience, I sought broader inspiration. Drawing from a smart home dial that adapts to user preferences, I designed and animated a Rocket Money Intelligence-branded dial. It evokes peace and calm, highlighting the importance of trust and peace of mind in financial guidance.