blended

Co-parenting finances are notoriously fraught with endless texts, tension and disagreements that can spiral into costly legal battles. Founders of the fintech startup Blended recognized that existing tools to manage shared finances, such as spreadsheets and all-purpose budgeting apps, felt cold and impersonal. As single parents who had experienced co-parenting challenges firsthand, they decided to build an app to facilitate shared financial management and minimize conflict. The team approached us for help in developing a meaningful brand story and visual language.

We created an identity for Blended that centers on a custom wordmark and a stylized “b” monogram, a reference to the percent sign and a subtle cue to the shared responsibility of co-parents. The brand system extends across web, interface design, campaigns and investor materials. Our studio built the UX interface from scratch, designing every aspect of the user journey through the lens of fairness and neutrality. The slash became a visual anchor throughout the system: a simple, grounding mark of joint responsibility.

Our work reframed an uncomfortable conversation about money, separation and fairness. It also gave Blended’s founders the confidence to approach investors and explain with clarity and conviction exactly what they were building and why it mattered. Blended stands apart from modern co-parenting tech with a clean, intuitive design and a focus on delivering transparency to show the real, messy, in-between moments that can define modern family life.