Hum Capital
A better way to fund your company’s growth
I started at Hum Capital (formerly known as Capital) as the CPO and Design Director, inspired to help small businesses (like my own) more easily raise and understand their financials.
Using A.I. and machine learning, we help companies gain insight and understanding of their finances - leading to more confident fundraising.
We pulled together an all-star team from across the world. Together, through many user interviews and design discussions, we stood up a product that saw over 3,000 companies sign up on the first day.
Capital’s tech-led approach to empowering business owners was featured in Business Insider, Techcrunch, Hackernoon, and other publications.
In collaboration with engineering, the design team developed an atomic design system so any teammate could quickly iterate on interfaces and make mocks of their ideas.
Messaging and positioning focused on how Capital removes human bias from funding by relying on objective data.
The identity was based on what we called “the language of finance”: the straight lines and grids of ledgers and spreadsheets. A fractal element illustrated the potential depth and complexity of data.
The views were good, but the team was better!