Orbit is a fintech start-up created by Future Fintech Group (FTFT), designed to help both individuals and businesses navigate the UK’s financial landscape. With strong ties to the Chinese market, FTFT launched Orbit as a bridge for users living in or travelling to the UK to access essential banking services quickly and seamlessly.
Overview.
Orbit’s vision was to build a digital ecosystem that made money movement as easy as physical movement. The product needed to speak to global citizens, people working, studying, or exploring the UK, and offer them the ability to access, pay, and manage services in a way that felt fast, secure, and connected.
The Brief.
The goal was to design a digital experience that positioned Orbit as a modern, accessible financial platform. That included the branding, website, and app, all working together to express trust, speed, and clarity. While the product itself needed to serve a broad user base, the creative direction had to feel focused, compelling, and culturally relevant across audiences.
The Challenge.
One of the early challenges was establishing a distinct art direction that balanced fintech credibility with travel-inspired storytelling. I led the creative direction across the brand and worked closely with a 3D and motion team to develop a narrative that visually linked fast travel with fast transactions. The transitions, iconography, and visual tone all played a role in reinforcing Orbit’s positioning as a seamless global finance solution.
Project Impact.
I was responsible for leading the creative vision and visual identity for the project, from branding and design systems to UI styling and art direction. The collaborative process with the 3D and motion team brought the story to life through fluid transitions and visual metaphors that grounded the brand in both movement and momentum. The final experience helped shape Orbit’s launch identity, giving them a modern and trustworthy look that could scale as the product expanded into new markets.
