finairo helps businesses simplify financial management so they can spend more time doing what they love. I led the project from concept to launch, creating the brand, designing the full user experience, and developing a custom HubSpot template and website built to reflect finairo’s approachable, freedom-focused identity.

Role: Sole Designer & Developer

Collaborators: Company founders, project managers, and key stakeholders

Scope: Brand identity, UX strategy, wireframing, high-fidelity design, custom HubSpot development, responsive build, and CMS modular setup

Goal: To create a brand and website that made financial management feel simple, human, and empowering, giving business owners confidence and freedom while positioning finairo as a modern, trustworthy partner.

Overview:

finairo is a financial management company designed to help businesses take control of their finances and reclaim their time. The goal was to build a brand and website that made financial management feel simple, approachable, and freeing.

I was the sole designer and developer on this project, responsible for everything from brand creation to full site build. Working closely with the company’s founders, project managers, and key stakeholders, I designed and developed a custom HubSpot website that guided users through finairo’s story and services with clarity and confidence.

Despite a tight two-month timeline, the project moved from concept to launch efficiently, balancing thoughtful design decisions with a fast-paced build schedule.

The Process

Discovery & Strategy

The project began with stakeholder interviews to understand the company’s vision and goals. The team wanted a brand that felt trustworthy yet refreshing; something that moved away from the typical “corporate finance” aesthetic.

Together, we defined key messaging pillars around freedom, simplicity, and balance. The design direction needed to reflect the idea that finairo helps business owners spend less time managing money and more time doing what they love.

I developed the site map, ensuring a clear flow between product explanations, value propositions, and calls to action.

Branding

Once the direction was established, I created the full brand identity system including the logo, color palette, typography, and image direction.

The brand was designed to feel human and grounded, using organic greens, blues, and nature-inspired imagery. Photos of people with family, outdoors, and enjoying personal freedom became central to the identity. This visual language helped distance finairo from the overly sterile look of traditional finance brands.

Wireframes & Mockups

With the user journey mapped out, I designed low-fidelity wireframes to define the structure and hierarchy of content across key pages.

After two rounds of feedback and iteration, I produced high-fidelity mockups in Figma that brought the finairo brand to life. The design balanced modern UI patterns with open, calming layouts, ensuring that users could easily understand the product’s benefits without feeling overwhelmed by information.

Development

Once designs were approved, I built the site using a custom HubSpot CMS template, which I designed and coded from scratch.

The build included reusable modules for flexible content management, allowing the finairo team to easily update copy, images, and layouts post-launch. I ensured all pages were responsive, fast-loading, and optimized for SEO and accessibility.

Launch and Results

Within two months, we launched a fully custom website and new brand identity that reflected finairo’s mission.

The final product delivered:

  • A cohesive visual identity that communicates freedom and clarity

  • A user-focused site experience that simplifies complex financial information

  • A scalable, modular HubSpot CMS build for ongoing flexibility

Key Takeaways

This project represented the full spectrum of my design and development capabilities, from brand creation to UX design to front-end development. Working directly with leadership and managing each stage of the process honed my ability to translate abstract business goals into tangible, high-performing digital experiences.