Transforming Pluto into a globally positioned spend management platform
About the project
Pluto is a fast-growing fintech platform headquartered in the UAE, helping small and mid-sized businesses gain real-time control over non-payroll spending. What began as a corporate card solution has evolved into a comprehensive spend management ecosystem serving companies across the Middle East and North America.
The platform replaces fragmented finance operations — petty cash, manual reimbursements, approval bottlenecks, and disconnected tools — with a unified system of smart corporate cards, automated workflows, procurement orchestration, and live budget tracking. Finance teams use Pluto to issue cards, set intelligent spending limits, automate approvals, and reconcile transactions through mobile-first flows and WhatsApp integration.
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Challenge
Pluto’s platform removed financial friction with automation and real-time spend control, but its brand no longer reflected its scale or ambition. As the company expanded beyond the Middle East, it needed clearer positioning, stronger global differentiation, and a premium yet conversion-focused digital presence.
Our process
We approached Pluto’s transformation as a full-scale strategic reset, aligning brand positioning, SEO foundations, and digital experience to support global expansion and product-led growth.
Branding
We redefined the client’s brand — its positioning, voice, and visual language — to reflect a modern, human-centred fintech ready for global expansion.
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SEO & content writing
Despite strong brand recognition, Pluto wasn’t ranking for high-intent commercial keywords. We built an SEO foundation to compete with global fintech leaders.
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Web design & development
Expanding globally, Pluto required a digital experience matching its ambition. We refined the site narrative to balance credibility and product depth, and rebuilt key sections for structural stability.
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Results
The new brand and website repositioned Pluto from a regional fintech provider into a globally structured spend management platform, strengthening its authority among international competitors. A clearer product narrative, segmented architecture, and conversion-focused experience enhanced trust and simplified financial workflows. The SEO foundation and rebuilt infrastructure established scalable pathways for non-branded growth and international expansion.
Our approach
We applied a research-driven and system-focused workflow, aligning brand strategy, SEO architecture, web design, and technical implementation to support Pluto’s global repositioning.
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- Trusted by finance teams worldwide 1B+ AED
- Integrated with leading ERPs & tools 50+
- Faster month-end close with automation 70%
01 · Brand discovery & strategy
We conducted in-depth research and a live strategy workshop to define Pluto’s positioning, archetype, tone of voice, and differentiation. The goal was to move away from cold fintech conventions toward a more human, growth-oriented identity.
Deliverables
- Live brand workshop
- 4 key competitors analyzed
- Brand strategy
02 · Identity concepts
Based on strategy insights, we developed three distinct creative directions that explore themes of growth, momentum, and structured freedom. The final concept merged strengths from multiple routes to balance boldness with clarity.
Deliverables
- 3 brand design concepts
- Final concept merge
03 · Logo evolution
We reimagined Pluto’s brand mark for global scalability. The previous logo felt rigid and formal, so we refined its structure, proportions, and signature green to express motion, clarity, and progress while preserving recognizability.
Deliverables
- 4 logo explorations
- Final identity mark
04 · Brand system & guidelines
We translated Pluto’s strategy into a full, scalable design system, defining typography, color, imagery, icons, layouts, and motion principles. The guidelines ensure consistent communication across digital platforms, markets, and internal teams.
Deliverables
- Brand guidelines
- Brand kit
01 · SEO audit for site redesign
We conducted a full-scale SEO audit to identify structural issues, keyword gaps, ranking limitations, and growth opportunities. The findings shaped a redesign-ready strategy aligned with Pluto’s expansion goals.
Deliverables
- SEO audit report
- Competitor analysis report
- SEO strategy roadmap
02 · SEO-driven structure & content execution
Following the audit, we restructured the site to support high-intent content clusters and commercial product pages. We prepared detailed content briefs and produced optimized copy to strengthen visibility and align structure with growth goals.
Deliverables
- Site structure plan
- Content briefs package
- Copy for key pages
01 · Web concepts & architecture
Based on the new brand, we developed two homepage concepts, refining narrative hierarchy, modular layout, and emphasis on key offerings. In parallel, we optimized the sitemap to surface authority and guide high-intent actions with clarity.
Deliverables
- 2 homepage concepts
- Website sitemap
02 · Final web design & UI system
After selecting and refining the strongest direction, we built a consistent UI system covering layouts, components, typography, and controlled interactions. The final design balanced fintech credibility with clarity and conversion focus.
Deliverables
- Full website design
- UI kit
03 · Codebase stabilization & rebuild
We entered an active project with fragmented layouts and partial implementations. Our team rebuilt newly designed pages within the existing environment, ensuring alignment of structure, responsiveness, and code consistency.
Deliverables
- Page rebuild
- Layout system alignment
- Code refinement
04 · Webflow implementation & functionality
We implemented designs in Webflow, building interactive components with Swiper, modals, and custom scripts to support dynamic elements without overcomplication. Motion was selectively applied to enhance usability.
Deliverables
- Webflow development
- Swiper integration
- Custom scripts
Team
A cross-functional team worked in close sync, continuously adapting to new insights from classroom trials and robot behavior.
- 1 Project Manager
- 2 Brand Designers
- 2 UI/UX Designers
- 2 Web Designers
- 1 Front-end Developer
- 1 Back-end Developer
- 1 QA Engineer
Technologies
Our stack supported offline interaction, hardware communication, scalable content management, and smooth cross-platform UI.
Team
A cross-functional team combined branding, SEO, web design, and Webflow development to deliver a structured, authority-driven fintech experience.
- 1 Project Manager
- 1 Brand Designer
- 2 UI/UX Designers
- 1 Webflow Developer
- 2 Content Writers
- 1 SEO Specialist
Technologies
We used modern design and development tools to build a structured, scalable website that supported performance, localization, and iterative product growth.
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