Finch is the API for employment, the infrastructure connecting applications to 250+ HR and payroll systems across the US. As Head of Design and the sole designer, I led the evolution of Finch’s brand and built the end-to-end system behind it.
Finch was approaching its Series A, and the brand needed to look less like a company that just graduated YC, and more like a company you'd trust with critical infrastructure. As Finch grew, it was winning benefits and payroll companies too, which was an increasingly enterprise audience.
The brand had to speak to two people at once: the developer who values precision, and the non-technical enterprise buyer who needs to see maturity and trust. Also, the rebrand could not either slow down product design or break the visual cohesion between brand and product. As the person who owned both surfaces, it was my job to keep them both in lockstep.
The evolved brand carried Finch through its Series B, and positioned it for future growth.
“Beyond product design, Joshua also played a key role in elevating our brand. His work has helped make our brand more distinctive and memorable. I appreciate his eye for detail and the creativity he brings to everything he works on.”
Gayathri Somanath
VP of Product, Finch
“Joshua consistently upholds an exceptionally high standard of design quality. His ability to work seamlessly across different parts of the organization ensures that design efforts are aligned with broader business goals.”
Jeremy Zhang
CEO and Co-Founder, Finch
