Isha Todkar

Vire Club is an exclusive neobank empowering creators with seamless finances, tailored earnings, and unique perks.

Design Strategy

identity design

art direction

Year

2024

Industry

Fintech - BNPL

My role

Owned end-to-end brand identity and strategy, from concept to execution.

credits

Strategy and content collaboration with Divya Keswani.

Built for creators navigating irregular earnings, brand deals, and multiple income streams, Vire rethinks what banking looks like when creativity is the starting point.

Challenge

The rise of India’s creator economy has unlocked new forms of independence — but also new financial instability. Most creators navigate irregular incomes, scattered payments, and a lack of financial structure. Traditional banks fail to understand them, while fintechs remain too transactional.

The challenge was to build a brand identity for Vire Club — not just another digital bank, but a creator-first neobank that feels intuitive, aspirational, and human. The goal was to redefine what finance could look like when designed around creativity, clarity, and community.

The Strategy

The identity is built around the prism as a functional metaphor. Vire acts like a prism by transforming fragmented financial inputs into clarity and direction, allowing creators to focus on their craft and unlock new possibilities.

This idea drives the entire system. The Vire logo translates the prism into a geometric form, balancing structure with openness. Dark tones anchor trust, vibrant accents introduce momentum, and gradients express progress and flow. Typography stays bold and restrained for clarity, while imagery centers real creators, using light and contrast to suggest transformation. Together, these elements form a cohesive and distinctive identity.