Gleb Ganenco
RUSCV
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Fintech ecosystem

SL Holdings

Investments, real estate and a payment product under one brand. While I was away the brand drifted apart, and it had to be pulled back together everywhere at once, across the websites, the decks and social media.

  • UI/UX
  • Brand identity

What I did

I owned the visual side of the whole ecosystem. I made the mark and the typefaces early on, and when the client came back, I built everything else on them: the guidelines, the main site, the direction landings, the 3D objects, the decks and social media. The job was not to make it pretty but to stop the brand from drifting again. That is why the guidelines appeared along the way, and everything after that was built from them. The biggest chunk was the decks: each one was translated into twelve languages, so the layout had to hold up in any of them.

SL Holdings visual

SL Holdings

A financial ecosystem that brings several digital products and investment directions together under one brand.

SL Property visual

SL Property

The service direction of the ecosystem, built around real estate, properties and investment offers in the property segment.

SL Banking visual

SL Banking

A digital payment product with a crypto wallet, cards and tools for everyday transactions.

Before and after

I made the mark and picked the typefaces for this client a while back, through an old connection. Then he disappeared: went off to build the project with his own designer.

He came back some time later. Said the brand was drifting somewhere he did not like. That is where the rework started: the main site first, then the company deck. The guidelines came out of the same conversation, so nobody would have to guess again.

  • The SL Holdings home page before the rework

    Before. An orange to purple gradient, stock pictures and other companies logos among the partners. None of it got along with the mark.

  • The SL Holdings home page after the rework

    After. One blue, objects in a single style, and a structure that is finally about the products: investments, SL Property, news, partners.

Brand guidelines

The mark, a type system built on Unbounded, the palette and the carriers: merch, roll-up, presswall and print.

Twenty spreads. Everything else was built from them.

  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • Unbounded as the default typeface and the heading scale
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • Roll-up and presswall with the mark
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • Corporate hoodies with the mark
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines
  • A spread from the SL Holdings guidelines

Websites for every direction

The ecosystem grew product by product, and each one needed its own entry point. The company site, direction pages, landings for launches.

  • First screens of the SL Holdings direction landings

The SL Holdings deck

A deck for investors and partners. Who the company is, how the trading works and what goes to the person who brings others in.

The project was multilingual: every deck was translated into twelve languages, from English and German to Hindi, Vietnamese and Korean. The English version is shown here.

  • The cover spread of the SL Holdings deck
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread with the company advantages
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • The investment strategy in shares
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics
  • A spread from the SL Holdings deck, blue and three-dimensional graphics

The SL Housing deck

The neighbouring direction, houses. Both the product itself and the schemes people use to put money into it.

Half the spreads are renders and floor plans with areas and prices, the other half are the terms. The first half is there to look at, the second to read, hence the different density.

  • The cover spread of the SL Housing deck with the build time
  • A spread from the SL Housing deck, houses and terms
  • A spread from the SL Housing deck, houses and terms
  • A spread from the SL Housing deck, houses and terms
  • Three ways to take part in the project
  • A spread from the SL Housing deck, houses and terms
  • A spread from the SL Housing deck, houses and terms
  • A spread from the SL Housing deck, houses and terms
  • A spread from the SL Housing deck, houses and terms
  • Floor plans with areas and price
  • A spread from the SL Housing deck, houses and terms
  • The closing spread with a house and the SL Property mark

SMM

The social media of every direction ran on the same system as the websites and the decks.

  • SL Holdings social media post: "SL Holdings Is a global Company!"
  • SL Holdings social media post: "Your journey Your control"
  • SL Holdings social media post: "Profit today"
  • SL Holdings social media post: "Analysis"
  • SL Holdings social media post: "Trump"
  • SL Holdings social media post: "Bitcoin and gold cooperation"
  • SL Holdings social media post: "Investing"
  • SL Holdings social media post: "Digital trading"
  • SL Holdings social media post: "Lift"
  • SL Holdings social media post: "SL Holdings"
  • SL Holdings social media post: "Calculated risks, projected growth"
  • SL Holdings social media post: "SL Houses Project"
  • SL Holdings social media post: "Bitcoin"
  • SL Holdings social media post: "Your Partner in financial freedom"
  • SL Holdings social media post: "Funds"
  • SL Holdings social media post: "Financial
Freedom"
  • SL Holdings social media post: "Maximize your support experience!"
  • SL Holdings social media post: "Webinar Alert"

Deposit

The economy from the decks had to become something you could touch. The first product of the dashboard is an interest-bearing deposit: put money in for a term, earn income and roll it back in.

The dashboard, deposit. Amount and term on sliders, an income forecast by month and open deposits with auto-reinvest
1

Amount and term, six to twelve months, on two sliders. The total profit recalculates instantly, no extra button.

2

The chart answers the main question of a deposit: the longer you hold, the more you get. One bar per term.

3

Under the calculation you can see what it is made of: the monthly rate, income per day and per month.

4

An open deposit on one line: the balance, how much it has earned, how much is already reinvested and when it can be closed.

5

Auto-reinvest on a slider: what share of the profit goes straight back into the deposit. The deposit can be closed right there, with the button next to it.

Partner program

The second product is a linear partner structure. The whole difficulty is volume: lots of people, ranks, turnover by branch, and all of it has to read from a single screen.

The dashboard, partner program. Structure turnover and headcount, career rank, the referral link and the partner tree by lines
1

The whole structure in six figures: turnover, partners, leaders, active and inactive, and who stands above you.

2

The referral link copies with one button. Next to it, how many clicked it and how many people joined, plus the deck and the brand book, so there is something to send.

3

Your rank and the way to the next one: how much personal and structure turnover is still missing for the prize.

4

For every partner: invested, earned, how many people they brought in and the volume of their branch.

5

Partners as a tree by lines. A row expands to show its branch, all the way down to the lowest levels.

Houses

A separate direction: land for a cottage settlement and the houses on it. People invested in rounds, and the dashboard took them from choosing a house to handover day.

The core mechanic is the queue. The bigger the share of the price you pay, the sooner your house is handed over. A small payment means a couple of years of waiting, a large one moves you up the queue. The payment scale shows right away how many days to handover are left.

Start and after. One screen is about the start: house type, first payment, conversion into the internal currency. The other is about a house already bought: the round number, how much to pay in the next one, days to handover, and topping up right there shortens the wait.

  • The houses dashboard, start. Choosing a house type, the first payment with a handover scale and conversion into the internal currency

    Choosing a house

  • The houses dashboard, a house already bought. The round number, the next payment, days to handover and a top-up that shortens the wait

    A house already bought