MainStreet is a financial tech startup that specializes in helping small businesses find and claim tax incentives from the government.
Each year, the government sets aside millions upon millions of dollars that small businesses can qualify for and claim. MainStreet lowers the barrier of entry for these startups to attain more capital, unlocking more pathways to success.
Strategy
Identity
Guidelines
Web Design
Advertising
Each decision founders make inevitably opens up 100 more paths they can take.
The days of binary decision making are gone. Forks in the road now more closely resemble a bowl of spaghetti. Business leaders, founders, and dreamers are now inundated with tasks, decisions, annoyances, and distractions. When all you want to do is push toward the future, a world of decision overload can pull you back.
MainStreet helps lay the foundation for clear pathways that lead to the undiscovered promise of the future. Their paths help fund, support, realize, and declutter a founders trajectory, so they can get back to what matters—building.
The wordmark prioritizes legibility while balancing technical and human qualities.
A rigid grid system and a technical illustration style provide the maturity and authority needed to take risks.
A gradient color system speaks to the fluid future of money and financial technology.
The grid system can be infinitely subdivided, allowing for unified structure in both micro and macro environments.
Simple, straightforward typography reinforce one of MainStreet’s core principles—clarity.
Alliance Platt for headlines and Alliance Text for body copy do a great job at conveying technical trust while allowing for some personality to slip through.
By transforming fluid gradients into geometric, structured gradients, we can continue to communicate movement via pathways. The addition of grain in our gradients reminds us of the grit needed to open, and run, a small business of any kind.
A custom icon library was designed with both marketing and user interfaces in mind.
Working closely with the product design team, each brand decision and ingredient was tested in real time within the product. This ensured the brands utility across all touchpoints.
Brand guidelines, built and handed off in Figma allow internal design teams to easily pick up elements and ingredients, while an exported PDF of the document can be shared with external vendors for ease and security.
Short, snappy copy writing, paired with pathway graphics strive to stand out in a crowded digital, and physical, world.
A new marketing site prioritizes customer learning while increasing overall conversion rates by 24%+.
What Else have we done?
