Linqto Brand Overhaul

Linqto Brand Overhaul
Industry: Finance

The Challenge

When I joined Linqto, the brand felt fragmented. Different teams were producing different types of work, leading to a disjointed experience across every touchpoint. Imagine going from an email that looked one way to a product interface that felt completely different—this was the reality for our customers every day. The goal? Unifying everything into a cohesive, scalable system that could stand the test of time.

The Solution

To bring consistency across the brand, I rebuilt Linqto’s identity from the ground up. I worked closely with the product and marketing teams—alongside many others—to ensure every visual element aligned. While I retained key brand elements like the logo, core colors, and typography, I refined and streamlined everything to create a more structured and intentional design system.

At the heart of this overhaul was a brand style guide—our new source of truth. It housed clear guidelines for everything from UI components to marketing collateral, ensuring that every asset, whether internal or customer-facing, worked together seamlessly. One of the most impactful elements was the use of repeated upward-flowing visuals—symbolizing growth, investment, and the positive outcomes our customers seek.

This was a massive undertaking, and one of the projects I’m most proud of. At a small company, my work influenced a huge volume of assets, bringing true consistency across every platform. Now, no matter where a customer interacts with Linqto, they experience one unified, beautifully designed brand.

If you’d like to explore the full brand guide, you can check it out here.

Contributors

Chief Design Officer: Joseph Krilanovich
Creative Direction and Design: Harrison Washuta
Web Design: Ann Lindquist, Harrison Washuta
Logo Design: 20nine Agency