Meet the Creative Team Behind finera.: Pushing the Brand Forward

In payments and fintech, trust is everything. But trust doesn’t come only from technology, compliance or performance. It also comes from how a company shows up, how it explains complex ideas and how it makes people feel when they interact with the brand.

At finera., where payment orchestration, card and crypto processing, and global payment infrastructure meet, design plays a much bigger role than “making things look nice”. It’s about clarity, confidence and credibility in a space that can easily feel overwhelming.

Behind that visual language are two people shaping how finera. looks, moves and communicates every day: Andzelika Terebeizaite, Senior Graphic and Visual Designer, and Sinead Maree Hughes, Multimedia Designer. We sat down with both of them to talk about their backgrounds, their approach to design in fintech and how they turn complex payment technology into something people can actually understand and trust.

From Art to Systems: Andzelika on Building finera.’s Visual DNA

Andzelika’s path into fintech didn’t start with finance at all. It started with art.

“My journey into design began as a visual artist and transitioned into brand and graphic design,” she explains. “I learned how to channel that artistic intuition into strategic systems, from creating singular pieces to building entire visual structures.”

That shift, from individual creative work to building scalable brand systems, is at the heart of what she does at finera. Today, her role is about much more than designing assets. It’s about making sure the brand feels consistent, credible and recognisable across every touchpoint, from product UI to marketing campaigns.

By balancing her artistic background with strategic design thinking, her aim is that finera. doesn’t just function with excellence but also communicates sophistication and financial professionalism in a way that feels distinct in the payments industry.

“Our visual language is an asset, not decoration.”

When asking Andzelika how she would describe finera.’s brand, she doesn’t talk about colours or fonts first. She talks about positioning.

“At finera., our visual language isn’t just an aesthetic choice. It’s an asset designed to signal market dominance and technological maturity,” she says. “I see the brand as a balance between the precise, stable shapes of the payment industry and the fluidity of a high-tech market. It’s a design representation of technical excellence.”

In practical terms, that means moving away from clutter and visual noise. Instead, the focus is on clean layouts, clear structure and visual systems that help translate complex financial and payment concepts into something understandable.

“In payments, you’re always dealing with complexity under the surface. My job is to make sure what people see feels simple, calm and trustworthy, even when the technology behind it is sophisticated.”

Visual Consistency in Payments

Andzelika describes her role as being responsible for finera.’s visual presence across both digital and physical channels. But she’s quick to clarify that this isn’t about enforcing rigid rules.

“It’s about building a system that can grow,” she explains. “In a high-growth environment, individual assets matter less than the system that generates them. If you get the foundation right, the brand can stay consistent while still evolving.”

That thinking led to one of the projects she’s most proud of: the finera. Brand Hub. A central place for design systems, components and guidelines that turns brand consistency into something teams can actually use day to day.

“It’s a shift from manual gatekeeping to automated governance,” she says. “It empowers teams to move faster while keeping the brand intact across every market and channel.”

Making Payments Feel simple and Trustworthy

Turning complex payment flows, transaction data and infrastructure into clear visuals is one of the biggest challenges in fintech design. Andzelika’s approach is grounded in one word: clarity.

“We use transparent shapes and glass-like elements to communicate that our processes are clear and high-value,” she explains. “When we reframe transaction summaries or reports with clean, modern UI containers, we’re signalling precision rather than complexity. That’s often the shortest path to trust.”

Motion design also plays a big role, especially for explainers. Instead of relying on dense text, the team uses animation and visual storytelling to show how systems work, making concepts like smart routing, payment orchestration or payment flows easier to grasp at a glance.

What “Good Design” Means in Fintech

For Andzelika, good design isn’t about being flashy.

“Good design elevates the message without over-staging it,” she says. “It’s about removing visual noise in favour of precision. I measure it by how effectively it eliminates misunderstandings while improving the high-tech experience.”

In other words, design is a strategic partner. It’s there to make communication more efficient, not more decorative.

Creativity and Consistency Aren’t Opposites

In fintech, consistency builds trust. And for Andzelika, the balance between creativity and consistency is really about operational excellence.

“When you build a strong design system, consistency becomes the default, not something you have to fight for,” she explains. “That frees the creative team to focus on higher-value work and lets us support growth without compromising the structure clients rely on.”

From Briefing to Execution: Bringing finera. to Life in the Real World

For the finera. creative team, design doesn’t stop at websites, pitch decks, or product interfaces. It shows up just as much in how the brand lives in the real world, at industry events, conferences and the gatherings finera. hosts to bring their partners together.

But what really defines how these projects come together is the way Andzelika and Sinead work as a team.

Their workflow is rooted in a genuine creative partnership. They don’t just execute a brief and move on. They sit down together, break it apart, and visualise it side by side, blending their different backgrounds to find the most compelling angle. One comes from a brand and systems-driven design perspective, the other from motion, storytelling, and audience experience. That mix is intentional, and it’s where many of finera.’s strongest ideas take shape.

When asked about the projects they are most proud of, they point to a few moments where the brand truly stepped off the screen and into real experiences. One of them is the finera. VIP Party in Barcelona, where the challenge was to create a strong physical brand presence and then extend that same feeling into a digital campaign across channels. “Seeing the brand come together in both physical and digital spaces was incredibly rewarding,” they said.

They also highlight finera.’s presence at industry events where the company exhibits. These moments require the same level of care and consistency, translating the brand’s visual language into spaces where people can experience it first-hand, not just read about it.

From booth design to event visuals and supporting content, it’s all part of making finera. feel cohesive, recognisable and confident wherever it shows up.

From Broadcasting to Fintech: Sinead on Motion, Storytelling, and Clarity

Sinead brings a distinctly different and deeply complementary perspective to finera.’s creative team. 

Her career didn’t start in fintech or product design. It began in the fast-paced world of broadcasting, where deadlines were tight, attention spans were short and every second of content had to earn its place.

She started out as a production assistant before moving into video design, working across high-volume content environments.

“That’s where I learned how to create high-impact content for every major social platform,” she says. “Later, working on YouTube channels taught me how to blend creative storytelling with data-driven strategy, how to think not just about what looks good, but what actually works.”

That mix of creative instinct and performance thinking is what she brings to finera. today. Her role sits right at the intersection of technical product communication and visual storytelling, using motion, animation, and video to make complex payment concepts feel understandable, credible, and human.

Why Motion Matters in Fintech

“In fintech, static visuals can describe a product but motion shows how it behaves,” Sinead explains. “And that sense of behaviour is where trust starts to form.”

For finera., motion isn’t decoration. It’s part of how the brand communicates reliability, calm and control in a complex payments environment.

“Motion and video help turn complex financial concepts into something approachable. It’s a core part of our brand voice. The goal is always to make things feel clear, professional and dependable.”

What Actually Works in B2B Fintech Visuals

Sinead is direct about what makes visual content succeed in a B2B payments context.

“It has to make complexity easy to navigate,” she says. “Something can look impressive but if it prioritises aesthetics over clarity, it fails.”

In areas like data or security, visuals should help decision-makers understand what’s happening and why it matters, without overwhelming them or oversimplifying the reality.

Telling Stories in Seconds, Not Minutes

Short-form formats like reels, animations and explainers force discipline. 

For Sinead, every project starts with one question: what’s the single takeaway?

“I define one clear thing I want the viewer to understand or feel,” she explains. “Then I build the story in three beats. First, the hook. Then clarity, showing the solution in motion. Finally, resolution, where everything feels calm and confident.”

Because time is limited, things like pacing, transitions and visual hierarchy do a lot of the heavy lifting. “Every frame has to earn its place,” she says.

The Creative Challenge of Fintech

Working at finera., according to Sinead, is translating highly technical, abstract financial systems into visuals that feel clear, credible and distinctly on-brand.

“This isn’t about making things look pretty,” she says. “Accuracy really matters at finera. Every animation, transition and layout choice has to exist for a reason and support understanding.”

This intentional and disciplined approach ensures that her design decisions are consistently rooted in meaning and function.

Collaboration as Translation

Sinead describes collaboration as a translation process between teams.

“With marketers, it’s about message, audience and intent. With product teams, it’s about really understanding how things work before I design anything,” she explains.

Sharing early concepts and motion tests helps keep everyone aligned and builds trust as ideas turn into finished content.

Payments That Boost Confidence

When people see or watch finera.’s content, Sinead wants them to walk away with two things: clarity and confidence.

“Fintech can be overwhelming. finera. should feel like a brand that reduces complexity, not adds to it,” she says. “And confidence, because trust is everything in this space. Ideally, people think: This makes sense and this feels like a company I can trust.”

That’s the standard she designs for. Not just attention, but understanding. Not just beauty, but belief.

Design as a Growth Engine in Payments

What comes through clearly from both Andzelika and Sinead is that design at finera. isn’t an afterthought. It’s part of how the company explains payment orchestration, communicates innovation in card and crypto processing and builds trust in a space where reliability matters more than hype.

The creative team uses consistent branding, thoughtful UI, and motion-driven storytelling to make complex payment technology understandable and trustworthy. And in fintech, that might be one of the most powerful competitive advantages you can have.

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