Bonjour to Together’s emotive identity for Aria, a fintech startup that wants to “make money move”

Paris-based fintech startup Aria, known for its mission to “make money move,” has unveiled a bold brand identity by London-based creative agency Together. Specialising in fast, seamless B2B payments, financing, and risk protection, Aria’s identity aims to capture the fluidity and ease that define its product.

The visual revamp is built around the electric green ‘kinetic square’ – a central motif that symbolises a single digital payment, appearing throughout its visual language and serving as a versatile design tool. Balancing geometric precision with expressive, flowing elements, Together’s identity mirrors the way Aria simplifies transactions for businesses. Used as a building block for structured, grid-bound, animations demonstrating Aria’s secure platform and abstract supergraphics showcasing the many facets of its product, the square represents the fluid, intuitive nature of the brand.

Together’s creative team, led by Creative Director Ben Wynn-Owen, wanted to find the beauty in Aria’s utilitarian concept. “We sought to turn a simple transaction into something magical,” shares Wynn-Owen. The goal was to create a brand that felt human, intelligent and trustworthy, while consciously steering away from the typical fintech aesthetic, which often lacks character and emotional depth.

The wordmark, based on Noka by Blackletra, uses hard edges and angled corners to match the geometric motif, with the ‘kinetic square’ replacing the title of the ‘i.’ The logo itself, shaped from multiple squares, presents a subtle ‘A’ shape that is both solid and trustworthy, aligning with the reliability that Aria’s customers expect.

Typography plays an important role in the brand’s refreshed visual direction. Aria’s chosen typeface, F37 Lineca, features straight, horizontal lines in every single letterform that reinforces the structured, tech-forward aesthetic. “We felt it had a hard-working style that both felt suitably techy and balanced well with the expressive illustrations,” says Wynn-Owen, adding, “for no-nonsense body copy, we used the hyper-legible STK Bureau Sans, a font that aids readability so people can breeze through Aria’s digital content.” When seen together, the typefaces bring a certain simplicity to the brand, aligning with Aria’s dual focus on innovation and ease of use.

A standout feature of the identity is the 3D illustrations, made from hundreds of squares that morph and tell emotive stories. These animations bring both emotional and functional concepts to life – like a flower blooming to symbolise growth or morphing finance symbols representing currency transactions. 

Collaborating with Aria’s leadership team, Together has successfully brought to life an identity that’s not only functional but strikingly emotive. The sleek, functional design redefines fintech branding and also positions Aria as a rising player in the B2B payments space, signalling its readiness to lead the future of business transactions.