Statement / Brand strategy and visual identity
Turning financial complexity
into room to grow.
We helped clarify the brand strategy together with Conspiracy NYC and translated it into a more human visual identity. Statement connects financial data and automates treasury workflows, from cash visibility to forecasting and reconciliation. The idea of tending a garden gave those capabilities one shared story.
The Challenge
Statement could support many parts of a finance team’s work, but the brand did not make their connection clear.
The task was to bring those capabilities into one understandable story and give the company a way to express its value beyond a list of features.
The Shift
A garden needs regular care and a view of the whole. We used that idea to connect Statement’s capabilities around one purpose: helping finance teams create the conditions for growth.
Greens, planted landscapes, and direct language made that purpose tangible, giving a technical product a calmer, more approachable presence.
An unclear offer
One shared narrative
A broad list of capabilities
A clear role for finance teams
Separate financial tasks
A connected view of the whole
Abstract technology
A tangible garden metaphor
Impersonal software language
A human, approachable brand
The Result
One clear story.
A brand with room to grow.
Statement had a shared idea for explaining what it did and why it mattered. The strategy and visual language connected the website and brand applications, giving the team tools to communicate a complex product with greater clarity and a more human voice.
