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SumUp - fintech
In this case study, I explore the process of creating digital assets to promote a product in the financial sector, with a focus on the opportunities presented by SumUp. As Pix transforms the landscape of instant transactions in Brazil, SumUp emerges as a leading fintech, delivering innovative financial solutions to small and nano entrepreneurs around the world. By diving into the brand’s ecosystem, its financial context, positioning, tone of voice, and visual identity.
I developed and customized key marketing materials, including emails, landing pages, and websites. Each piece was designed to strengthen brand communication, boost customer engagement, and support long-term loyalty.
Overview
BACKGROUND
This project was developed in partnership with SumUp, a global fintech offering financial tools to empower small and nano merchants, and supported by EBAC (British School of Art and Technology). The challenge was to create and customize a set of digital assets, including landing pages, marketing emails, and key vision screens, to support product promotion and customer engagement within the context of Pix, Brazil’s real-time payment system.
MY ROLE
MY ROLE
My role involved leading the UX/UI design process to ensure that the final assets were aligned with brand guidelines, strategically designed for user needs, and visually impactful across digital touchpoints.
Key Visions
Landing Page
E-mail Marketing
UX Research and Context
The design process began with a the understanding concept that SumUp is a technology company for self-employed professionals that offers card machines and digital accounts, so I did a comprehensive study of:
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SumUp’s target audience: small shop owners and individual entrepreneurs seeking simple and accessible financial tools
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The financial and cultural context around Pix in Brazil
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SumUp’s brand positioning, tone of voice, visual identity, and examples of market usage
This research informed the foundation for designing accessible, trustworthy, and conversion-driven digital experiences.
SumUp's Custumers
SumUp's clientele consists of small and nano merchants, who are individuals or small businesses.
Small merchants typically have physical stores, such as coffee shops or local grocery stores, while nano merchants are individual entrepreneurs, like freelancers or online sellers.
They have specific financial needs and seek affordable and user-friendly solutions, such as those offered by SumUp, including credit card machines and mobile payment solutions.
Goals
The primary objectives of the project were to:
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Offer digital solutions tailored to small and nano merchants;
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Expand SumUp’s service visibility and reach;
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Build communication assets that promote ease of use, trust, and actionable engagement.
Design Challenge
Although creative freedom was encouraged, some brand constraints were applied, such as the inability to use the original SumUp font due to licensing restrictions. I had the autonomy to select alternative typography, colors, and styles to reinterpret the brand visually while maintaining consistency with its identity.
The main challenge was to deliver cohesive, flexible, and visually engaging digital assets that reflected the fintech sector's professionalism while remaining friendly and accessible to everyday users.
Conceptual Moddboard
Graphic Moodboard
Colors
Typography
The chosen fonts reflect standards of legibility and application in different contexts, such as digital products and graphic design pieces, highlighting different sizes and weights for both mobile and web.
Design Challenge
Although creative freedom was encouraged, some brand constraints were applied, such as the inability to use the original SumUp font due to licensing restrictions. I had the autonomy to select alternative typography, colors, and styles to reinterpret the brand visually while maintaining consistency with its identity.
The main challenge was to deliver cohesive, flexible, and visually engaging digital assets that reflected the fintech sector's professionalism while remaining friendly and accessible to everyday users.
Conceptual Moddboard
Graphic Moodboard
Colors
Typography
The chosen fonts reflect standards of legibility and application in different contexts, such as digital products and graphic design pieces, highlighting different sizes and weights for both mobile and web.
Sketches
Communication emails are a way that companies use to inform, promote products and services, maintain contact with customers or followers, or share updates about a brand.
Maketing E-mail
Landing Pages
UI - Low Fidelity Wireframes
Maketing E-mail
Landing Pages
Key Visions
A "key vision" screen in UI (User Interface) is a fundamental or crucial screen in a user interface design project. This screen is considered essential because it plays a central role in the user experience or in achieving the goals of the product or service.
Three Key Vision screens were created, and the visual exploration of interfaces for each concept was defined in the moodboards. Throughout the process, the organization of elements in FIGMA was maintained, facilitating and streamlining the workflow.
Additionally, the creative direction and attention to detail were preserved to create three different interface pathways. The dimensions were set at 1600 x 1200 px.
Key Vision 1
Key Vision 2
Key Vision 3
UI - High Fidelity Prototypes
Maketing E-mail
Landing Pages
Conclusion
Leveraging the provided background, brand positioning, and understanding of the company's context enabled the creation of cohesive and engaging digital experiences. The freedom to define variations in colors, styles, and typography allowed for a unique visual expression, while the integration of Pix offers new opportunities for simplifying transactions and improving financial efficiency.
Finally, by exploring visual references and engaging with the characteristics, the digital assets can become not only functional but also aesthetically pleasing and aligned with the SumUp brand identity. This convergence between financial technology and user-centered design reflects a present and future concern for users, with a commitment to providing quality products for commerce, bringing greater accessibility, convenience, and effectiveness for all stakeholders in key business areas.