Dash.fi

Dash.fi is a corporate payments platform built to help companies scale effortlessly, and reward founders like no one else. They had evolved from a company that consolidated data dashboards (hence “dash”) into something…

Extra Good joined the team to create a new brand expression, website, and product architecture that would not only encompass the current state of the company, but also provide the scaffolding for further product and company growth.

A major challenge both Dash.fi and its customers face is flexibility at scale. E-commerce customers running into limits on surge spending days (think: Cyber Monday), ever growing lists of vendors, and Dash.fi themselves developing new products – the brand needed to reflect that ever-changing landscape. Undulating wind maps and deep gradients served as a perfect backdrop to represent these shifting needs and constant redirections. We also introduced a morse code motif to add hidden messages in the form of dots and dashes throughout various executions. The Founders Rewards Cash Back card reads “cash”.