Web Design · Brand Identity · Built from Zero
A financial services brand built entirely from scratch —
where intelligence meets clarity.
A financial services brand built entirely from scratch —
where intelligence meets clarity.
Cortex Financial Services came with no prior identity — no website, no brand, no visual language. The challenge: build institutional credibility from zero while making complex financial and insurance services accessible to everyday people.
As Lead Product Designer, I owned everything — naming rationale, brand identity, logo, colour system, information architecture, UI design, and production handoff.
With no prior identity, I designed the Cortex logo entirely from scratch. The name itself told the story — the cerebral cortex is the part of the brain responsible for thinking. So the logo had to make that promise literal.
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A full style guide was developed as part of the project — ensuring every touch-point from the website to future marketing materials stays consistent.
Before any colour was applied, the full page structure was mapped in low-fidelity — establishing hierarchy, flow, and one clear CTA per section.
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The wireframe came to life with the full Cortex visual system — warm purples, soft backgrounds, and a layout that guides users from landing to contact without friction.
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Cortex launched on schedule as a fully production-ready platform. The site is live at icortex.co.il and actively serving clients across the Israeli financial market.