Zena

Defining the AI-powered accounting platform for entrepreneurs in the United States

Client

Zena

Industry

AI & Technology

Zena is the groundbreaking startup born in San Francisco to become the intelligent day-to-day assistant for Main Street Entrepreneurs, owners of small and medium-sized businesses to ease their financial management. With an inherently digital need, its goal was to unify everyday tasks such as cash flow, expenses and project management, into a single intuitive platform.

The strategy

The heart and brain of the platform is Zena AI, a system of digital agents, which we gave its own identity and personality, guiding users through the management of their finances. These agents monitor invoices, forecast cash flow, and simplify budgeting, turning complex and bureaucratic operations that consume a significant amount of time for these workers into clear and manageable steps, allowing them to focus on ‘working’. With such a high need for information and accessibility, we created an interface based on a modular card system, where users can see what matters at a glance, and a visual identity flexible enough to adapt to different contexts without losing coherence.

The solution

Zena is a highly transparent brand, as transparent as a piece of crystal over an infinite colour wheel: open, adaptable and a reflection of its surroundings. The wide chromatic variety represents the diversity of entrepreneurs and the dynamic, ever-changing nature of project-based work. The soft gradients symbolise fluidity, flexibility and progress, while a multifaceted layer runs across the visual elements to unify the identity and reinforce the brand’s central concept.

This vibrant and dynamic identity comes even more alive in the digital environment through a modular-card based interface that resolves complexity with clarity. At its core, we conceived Zena AI as a natural and intuitive guide, proactive and intelligent, providing support and creating a seamless, approachable, and human conversational experience.

A word from Director project

“At Zena, we became part of the design team from the inside, collaborating in their day-to-day work and helping shape a brand that was almost starting from scratch. It was a truly organic process, understanding their needs together and figuring out how to make everything work both visually and strategically.”

Angélica Jiménez

Digital Design Director

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