Framing the narrative: Together creates a flexible ‘frame’ to connect Rogo’s identity with its UI

London-based digital design agency Together, known for creating branding and web experiences for prominent SaaS startups, has crafted a brand identity and digital experience for Rogo, an innovative AI custom-built for finance. “Anyone who’s ever worked with financial information services knows how opaque that world can be,” says Creative Director Ben Wynn-Owen. “Rogo aims to offer an alternative that cuts through the noise.” The new brand aims to highlight this point of difference, positioning Rogo as a strategic ally for finance professionals. Drawing inspiration from the functional design of camera viewfinders, the central, defining concept of the identity, termed ‘The Frame,’ has been designed to serve as a user interface system. It was developed to actively ‘type out’ essential information and reveal vital data, thereby bringing the Rogo brand to life in a dynamic and interactive way. “This combined with the fact that the brand name started with an ‘R’ gave us the idea to make the frame, created from two mirrored lowercase ‘r’s from the logotype,” Wynn-Owen reveals. “This quickly developed into a functional UI system of thinking states and cursor typing, all of which allow the brand to live authentically.” The identity is grounded in the simple and utilitarian typeface ‘Rooftop.’ This typeface was selected for its clean, straightforward lines that offer hyper legibility, yet carry just enough quirk to build strong brand recognition. This stark simplicity serves as a deliberate contrast to the overly complex visual language often associated with other financial tools. Paired with Rooftop Mono, the typeface sparked the idea for the wordmark and the frame device.