(SELECTED WORK) — VISUAL SYSTEM

Groww Credit

Visual

System.

An isometric illustration system for Groww's credit product — futuristic devices and compact cityscapes that make loans, EMIs and credit scores feel approachable, structured and unmistakably Groww.

(02) — THE BRIEF

Credit needed its own voice.

CLIENT

Groww

YEAR

2025

ROLE

Visual Designer

DISCIPLINE

Brand · Visual System

WHAT IS CREDIT

A convenient way to borrow.

Groww Credit offers instant personal loans up to ₹12.5L with flexible EMIs, shop-on-EMI at partner stores and free credit-score checks. The product is fast, fully digital, and hassle-free.

THEME FOR CREDIT

Futuristic devices, modern cityscapes.

Loans, credit cards and financial tools represented as sleek isometric machines and architecture. The visual theme highlights innovation, accessibility and progress in digital finance.

(03) — COLOUR SYSTEM

Three tones, one register.

A narrow palette intentionally — a single hue stretched across light, midtone and shadow. Coherent across every illustration; dimensional without competing with product UI colour.

LIGHT

Sky

#F0F4FF

MIDTONE

Periwinkle

#CBDAFF

SHADOW

Indigo

#5E659A

(04) — CONSTRUCTION

Isometric, because it earns clarity.

Isometric beats true perspective for product illustration: a 3D effect without the complexity. Clean axes, consistent angles and the same shadow rules everywhere — illustrations slot together cleanly across icons, spots and heros without re-engineering depth for each surface.

01

Light

#F0F4FF

02

Mid-tone

#CBDAFF

03

Shadow

#5E659A

(05) — SCALE RATIOS

One ratio. Three sizes.

Every illustration sits inside a 1:1 frame. Only the size of the frame changes — 120px for product icons, 240px for spot heros, 360px for full marketing heros. Same construction, different volume.

(06) — ICONS LIBRARY

30+ icons.

The icon library covers every credit surface — instruments, security, time, money, devices, appliances. Every glyph is built from the same isometric grid and three-tone palette, so the library reads as a family the moment two icons sit side by side.

(07) — CONCEPTS & SKETCHES

Three directions, one chosen.

Before the system locked in, three directions explored. Hand-drawn isometric sketches mapped the grammar — devices, machines, and credit instruments rendered in light pencil before any pixel was committed.

01

Devices

futuristic terminals and machines

02

Architecture

buildings as financial instruments

03

Hybrid

both, woven together

GROWW CREDIT · VISUAL SYSTEM

(07 / 14)

(08) — SPOT & HERO · 01 / 04

Track your Mutual Funds.

(09) — SPOT & HERO · 02 / 04

Loan on Mutual Funds.

(10) — SPOT & HERO · 03 / 04

Personal Loan.

(11) — SPOT & HERO · 04 / 04

Shop offline

(12) — SPLASH SCREEN

The splash is a

cityscape

— every building

a credit product, every road a path

the user can take.

CONCEPT

Futuristic credit district

BUILDINGS

Loans · Cards · Rewards · Tools

TONE

Tech-forward, hopeful

OUTPUT

Onboarding · marketing

(13) — SPLASH CONCEPTS

From sketch to system.

Early concepts mapped the cityscape in pencil — buildings as financial instruments, signage as product names, all under a 'LIVE the life you want' headline. The vector translation kept the sketchy feel: loose paths, hand-set type, light wash of colour.

(14) — FINAL ILLUSTRATION

Finance your dreams.