Crafting a Unified Digital Identity for Pine Labs’ Expanding Brand Portfolio
Pine Labs is a leading fintech company that enables seamless commerce through payment solutions, merchant platforms, and digital financial services.
- Fintech
- 3D Motion Design
- Illustration and Iconography
- Motion Design System
- Product Strategy
- Prototyping & Iterative Testing
- UI/UX Design
Pine Labs collaborated with Brucira to unify its digital presence after multiple acquisitions, with the shared objective of bringing diverse services under one cohesive brand umbrella. Together, the focus was on creating a scalable, future-ready website through UX research, design, motion, and visual systems that reflect a seamless and integrated Pine Labs ecosystem.
Pine Labs’ acquired companies operated with completely different websites, visual languages, and user experiences, which created a fragmented digital ecosystem.
At the same time, the existing Pine Labs brand felt dated and was not equipped to represent a rapidly expanding portfolio. There was a shared need to bring all products and services under Pine Labs as unified offerings while also rethinking the brand guidelines to reflect its scale, innovation, and future direction.
Brucira and Pine Labs collaborated to consolidate multiple brand experiences into one cohesive digital umbrella, repositioning individual products and services as integrated Pine Labs offerings. In parallel, the teams worked on a comprehensive brand guideline rehaul, supported by UX research, iterative design, motion, 3D, and a refreshed visual system to create a modern, scalable, and consistent identity across the entire ecosystem.
To accomplish this, the collaboration was structured in two focused phases.
Phase 1 focused on foundations.
We worked together to define a clear and scalable information architecture for the homepage, ensuring that all products and services could sit naturally under the Pine Labs umbrella. This phase also involved exploring and finalising the visual direction, establishing the refreshed brand language, motion principles, and overall design system that would guide the experience.
Phase 2 focused on scale and consistency.
With the IA and visual approach validated, we extended the system across the rest of the website. Each page was designed through iterative testing and refinement, ensuring consistency in storytelling, usability, and visual cohesion while adapting to the specific needs of different offerings.
We intentionally accelerated the transition from wireframes to high-fidelity homepage visuals to quickly establish and align on the overarching visual direction. The objective was to lock the design language early so it could scale confidently across the entire ecosystem.
Through rapid ideation cycles, exploratory concept shots, 3D and 2D visual approaches, and continuous testing with real content, we built and evaluated a wide spectrum of directions. Over the course of three months, we presented 100+ visual concepts and iterations to the leadership team, enabling informed decision-making and ensuring the final approach was both strategically aligned and future-ready.
The brand visuals were redefined to position Pine Labs as a technology-first and forward-looking company that is bold, innovative, and unafraid to push creative and technological boundaries. The visual language was crafted to reflect this shift, moving away from a dated aesthetic toward a more modern, dynamic, and confident identity that could scale across a growing ecosystem of offerings.
We developed a cohesive system spanning colour, typography, iconography, and a thoughtful blend of 2D and 3D elements to communicate depth, precision, and technological sophistication. Motion and immersive visual storytelling were intentionally integrated to reinforce a sense of innovation, ensuring the brand not only looked unified across products and services but also felt cutting-edge, progressive, and distinctly tech-driven at every touchpoint.
A Unified, Future-Ready Digital Experience for Pine Labs
A cohesive digital ecosystem that brings together diverse products and services under one bold, technology-first identity. Built on clarity, innovation, and scalable design, the new Pine Labs website reflects a brand ready to lead the future of integrated commerce.
With nearly 84% of Pine Labs’ audience accessing the platform via mobile, responsiveness was not an afterthought but a core design principle. The experience was built mobile-first, ensuring clarity, speed, and intuitive navigation across smaller screens without compromising depth or functionality.
Layouts, motion, and interactions were thoughtfully adapted to create a seamless journey across devices, delivering a consistent and high-performance experience whether on mobile, tablet, or desktop.
Our Role
From icons and illustrations to motion, 3D, and responsive experiences, we helped translate a complex ecosystem of acquired products and services into one cohesive, future-ready digital platform under the Pine Labs umbrella.
Product Design
Content
