Ledgerly · Fintech · Branding + website
Rebuilt from the name up
We renamed, repositioned, and rebuilt Ledgerly’s brand and website — and turned a jargon-heavy homepage into one that doubled demo requests.
The brief
Ledgerly had a genuinely good product for freelancers and a homepage that buried it under fintech jargon. Their audience — independent, over-marketed, skeptical — closed the tab the second they read “effortless” for the third time.
They needed a name and story that sounded like a person, and a site that proved the product in ten seconds.
Timeline
3 weeks, brief to live
Scope
Naming · Identity · Copy · Site design · Build
Team
1 strategist · 1 writer · 1 designer
What we did
We started with interviews, not wireframes. Once we could say what Ledgerly actually did in one plain sentence — “freelance finance, finally simple” — the rest fell out fast: a headline that made a promise, three proof points, and a live product shot above the fold instead of a stock photo of someone smiling at a laptop.
The build shipped two days before their funding announcement. We handed over the files and a lightweight brand system their team runs themselves.
Identity / logo
Screen / detail
The results
2×
demo requests, next quarter
−38%
bounce on the homepage
3 wk
brief to launch
“Aioneva rewrote our homepage and demo requests doubled. The best part? It finally sounds like us.”
Maya Okafor
Founder, Ledgerly
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