Reimagining Fintech Identity: Alfa's Brand Transformation Story

Context

In early 2024, Boosted.ai, a leader in AI-driven financial analytics, set out to redefine its flagship product and reposition its brand in the competitive fintech SaaS landscape.

Their new product, Alfa, was envisioned as a bold evolution — an intelligent platform designed to empower investment professionals with real-time market insights through advanced artificial intelligence.

The fintech software space is notoriously crowded, particularly among platforms leveraging AI for public market analysis. Boosted sought to stand apart by modernizing the visual and experiential expectations of financial software — bridging Wall Street tradition with an AI-driven future.

At the time, Boosted offered a suite of analytical tools under one brand, each sold individually. Alfa, however, was intended to be their flagship product — distinct enough to stand on its own yet still aligned with Boosted’s broader visual and strategic ecosystem.

The mission was clear: create a brand identity for Alfa that could command attention, communicate sophistication, and scale with Boosted’s future ambitions.

Approach & Strategy

As with all BrandZap brand development projects, the process began with in-depth research — into both the product roadmap and target audience.

Understanding how Alfa fit into the daily workflow of financial professionals — from institutional buyers to independent analysts — was crucial to designing an identity that felt both powerful and familiar.

Our early discovery phase focused on three creative directions, each exploring distinct visual interpretations of what AI + Finance could look like in 2024:

• A data-centric, high-tech motif rooted in precision and insight.

• A heritage-inspired, typographic approach echoing traditional financial systems.

• A hybrid, combining retro computational aesthetics with futuristic digital minimalism.

We presented these directions within realistic contexts — website mockups, collateral samples, and pitch deck templates — allowing stakeholders to visualize Alfa as a living brand, not just a logo.

Through an iterative feedback process, these concepts evolved into a final identity system that balanced Boosted’s credibility with Alfa’s innovation.

Results

The final Alfa brand identity captures a duality — retro yet futuristic, bold yet minimal, technical yet human. It flexes across use cases — from dark-mode dashboards used by analysts to light, client-facing marketing assets. The visual language feels modern to AI developers while remaining grounded for enterprise decision-makers.

Brand Identity System

Typography

A confident use of Helvetica, inspired by the typographic conventions of financial reports, tax forms, and institutional systems — instantly familiar to the target audience and reinforcing trust.

Color Palette

Electric lime, navy, and deep graphite hues reflect both Alfa’s power and its modern digital nature. The bright, high-contrast combinations evoke early computing systems while signaling energy and forward motion.

Iconography

The asterisk symbol became Alfa’s signature mark — a nod to the “star” motif popular in AI branding, but also a subtle reference to data notation and financial reporting. It’s both symbolic and functional, used as a logomark and as a UI design motif across materials.

Brand Identity Study for Alfa

Graphic Language

The visual system borrows from retro computer interfaces — pixel-framed shapes, gridded patterns, and command-line inspired highlights — fused with modern AI minimalism.

Brand Identity Study for Alfa by Boosted

Light + Dark Modes

Recognizing that Alfa’s audience spans data scientists and executives alike, the system supports dual environments, ensuring legibility and tone consistency across interfaces, dashboards, and presentations.

Boosted’s sales and marketing teams needed tools to communicate Alfa’s value with consistency and impact. We rebuilt their entire pitch and presentation system — a modular Google Slides toolkit featuring:

• Comprehensive slide templates for sales, product reports, and investor decks.

• Flexible layouts for case studies, data visualizations, and market narratives.

• Built-in brand styling for seamless in-house use.

This enabled faster turnaround, consistent storytelling, and effortless internal adoption.

Collateral Library

o support Boosted’s B2B go-to-market motion, we created a library of collateral and one-pagers designed for clarity and authority.Each document simplified complex topics — like SOC 2 compliance and AI explainability — through structured layouts, iconography, and infographics.These assets became essential for sales enablement, customer onboarding, and partnership communications, bridging technical depth with design simplicity.

Swag & Launch Activation

Following Alfa’s internal launch, Boosted celebrated the milestone with a company-wide brand activation campaign.We designed custom swag, including apparel and office items, using the new Alfa brand — ensuring that every touchpoint, from slides to t-shirts, reinforced a unified story of innovation.

Samples provided to help stakeholders visualize their sweatshirt swag designs

Outcome

The Alfa brand has become a cornerstone of Boosted’s identity system, setting the tone for how the company presents itself in the new era of AI-powered finance.The identity’s versatility allows for continued evolution across product tiers and marketing campaigns, while maintaining strong recognition and visual integrity.Boosted’s marketing and product teams now operate from a shared design system — faster, more aligned, and more confident in how Alfa communicates its power and precision.