Brand Appart’s ‘dual identity’ for Incard is a playful tug-of-war between corporate and cool

Incard, the self-proclaimed “#1 financial OS built by and for digital entrepreneurs,” has revealed a confident and contrasting brand refresh, created by Parisian design agency Brand Appart. The fintech company, which centralises business data and improves operational visibility for e-commerce founders, sought to redefine its visual identity to better align with its ambitious vision. The project marked a clear departure from the old look – “everything shifted, from the goals, the target audience, to the messaging”– whereby Brand Appart was fully trusted to reimagine the identity from scratch and devise a look that would resonate with their clientele. When designing for the bank – an area which can be cold and inhuman, if not careful – the initial brief was to evoke a sense of approachability and connection, but with a sleek and contemporary veneer. “When first approaching the idea,” explains Creative Director Arthur Humeau, “we thought of what could be described as a ‘dual identity,’ one that would merge the bold lifestyle of digital entrepreneurs with the refined, premium feel of a modern bank.” Taking this idea forward, the team experimented with the binary, creating two separate and distinct logos and visual styles. “It felt like we challenged ourselves to create a brand that’s serious and professional, yet still stylish enough to be the kind of logo you’d proudly wear on a T-shirt.”