Mosaic
Reimagining strategic finance
Mosaic is a strategic finance platform that turns data into smarter, more profitable decisions. Founded by Palantir alums frustrated with outdated finance tools, Mosaic set out to redefine the modern CFO’s toolkit. We partnered with Mosaic to bring this vision to life through a bold new identity and website. Inspired by the strategy and rhythm of chess, we built a brand that’s as intelligent and dynamic as the product itself. Let’s show you how we did it.
Right on the Money
To take charge of the Strategic Finance category and connect with a new generation of forward-thinking CFOs, Mosaic needed a polished, confident, and no-nonsense brand and website. Chess — the ultimate game of strategy — became the foundation of the creative concept, symbolizing precision, foresight, and intelligent moves.
The Approach
Our goal was to create a brand that felt as smart and deliberate as Mosaic’s product. We translated the strategic essence of chess into visual form — bold grids inspired by the chessboard, dynamic angles echoing the knight’s movement, and a sophisticated balance of light and dark that evokes calculated tension.
Visual Language
Sharp, isometric lines bring precision and order, while subtle human touches add warmth and wit. Each illustration feels calculated yet alive — a perfect balance between logic and creativity. Paired with Basier, a sleek and unassuming typeface that feels like Helvetica’s cooler younger sibling, the combination strikes a perfect balance between intelligence and approachability. Together, they create a visual rhythm that feels strategic, confident, and distinctly Mosaic.
Strategic Shades
The hardest-working colour in SaaS felt like the right fit for finance. Mosaic’s deep blue foundation exudes trust and authority, while lighter accents add clarity and approachability. A refined palette that says: confident, not corporate.
Structured Expression
The graphic system extends the chess motif with subtle geometric precision — compositions built from simple forms, structured grids, and deliberate balance. These visuals move fluidly across applications, reinforcing Mosaic’s blend of intelligence and control. Each layout feels purposeful and poised, creating a visual language that’s unmistakably Mosaic: strategic, confident, and always one step ahead.
Creative Accounting
Mosaic’s website tells the story of transformation — from frustration to clarity. The narrative contrasts the outdated tools CFOs wrestle with daily — endless manual updates, #REF! errors, sluggish loading, scattered data, and an incomplete picture — with Mosaic’s intelligent, seamless solution. The result is a digital experience that feels like a breath of fresh air: intuitive, fast, and forward-thinking. In Mosaic’s world, finance finally works like magic — a rainbow unicorn at the end of the spreadsheet tunnel.
Knights of the Excel Table
Using the ancient and noble game of chess as an anchoring concept was an inspired move — even if we do say so ourselves. Especially with the addition of both overt and subtle visual references to the spreadsheets in which so many CFOs spend their days.
Beyond the Launch
Since the launch of Mosaic’s new brand and website, We continued collaborating with the Mosaic team to evolve the brand system and create fresh, engaging content across their marketing channels. From campaign visuals to social storytelling, the partnership keeps growing — ensuring the brand stays as dynamic and forward-thinking as the product itself.
Checkmate — with Gratitude
Special thanks to Joe Garafalo, Ryan Winemiller, Casey Manley, George Fullerton, and the entire Mosaic team for their trust, collaboration, and creative partnership. Every move we made together brought this brand to life — a true checkmate moment in strategy, creativity, and teamwork.