Brand identity and UX design for a Device-as-a-Service fintech startup
How Softescu built a DaaS insurtech startup's visual identity from the ground up — establishing brand guidelines, designing multi-platform advertising materials, and delivering UX/UI solutions for the sales and presentation platform of a Device-as-a-Service insurtech.
Technologies: Figma, Adobe Illustrator
The Challenge
A Dutch fintech/insurtech startup set out to transform the way enterprises manage corporate mobile device fleets — offering a subscription-based Device-as-a-Service model that bundles device leasing with insurance and security features. As a young company entering a market dominated by established hardware vendors and telecoms, they needed a strong, coherent visual identity to build credibility with enterprise buyers and communicate a complex value proposition clearly.
Beyond brand identity, the team needed a complete set of sales and marketing materials across multiple formats and platforms — digital advertising, presentation decks, and marketing collateral — all aligned to a consistent visual language. The sales platform and key product touchpoints also needed UX/UI design work to support conversion and enterprise engagement.
Our Solution
Softescu delivered a comprehensive design engagement covering three interconnected areas. The foundation was a full brand identity system: visual language guidelines, typography, colour palette, iconography, and design principles giving the startup a consistent, professional presence across all materials. The guidelines were designed to scale — usable by both internal teams and external vendors without losing consistency.
With the brand system in place, Softescu produced a broad range of advertising materials targeting enterprise buyers across digital channels — display ads, social formats, sales decks, and presentation templates, each adapted to the requirements of the channel while staying true to the brand. UX/UI design work was then applied to key components of the sales and presentation platform, focusing on user flow, information hierarchy, and conversion-oriented design patterns suited to an enterprise sales context.