Business Lending
Meets AI

At first, we explored focusing on a single audience. But as we discussed and sketched different approaches, it became clear that this would push the value for other participants into the background.

I proposed a shared homepage introducing the marketplace to everyone, supported by dedicated landing pages for each audience in future campaigns.

To balance the needs of the primary audience with those of other participants, I defined the content priorities:

Businesses seeking financing received the most attention. Lenders were given information about deal quality and matching, while professional partners had a dedicated place and a direct invitation to join.

The language followed the same approach: clear, professional, and mostly neutral, respecting the interests of every audience.

The name Critera was inspired by the idea of criteria-based selection, with AI representing the technology behind the platform.

I designed a logo featuring five colorful bars rising like a growth chart.

The colors reflect the variety of participants and opportunities in the marketplace. Five bars allowed me to suggest diversity while keeping the symbol simple and recognizable. Rounded edges make it feel more approachable.

I wanted the website to spark curiosity and communicate the company's professionalism from the first interaction.

I combined the restraint of the financial world with a colorful palette reflecting the range of opportunities in the marketplace.

Deep purple adds depth and brings out the brand colors. Translucent surfaces and gradients introduce light and layers, giving the idea of transparency a visual expression. Clear typography completes the design and keeps the content readable.

Diagonal surfaces and rounded corners became part of Critera's visual identity.

I used them in different compositions to create a recognizable look and a rhythm that encourages scrolling.

Alternating dark and light sections adds variety and creates quieter moments for reading. This keeps the visual design and content in balance.

I chose a single, continuous homepage to introduce visitors to Critera.

Right after the hero, each audience sees a relevant question, a short answer, and a link to the appropriate registration flow.

The page then introduces the marketplaces, benefits, and process. The About and Blog pages offer more detail, while calls to action remain accessible throughout the page.

The goal was to build interest and guide visitors toward registration or a conversation with the team.

In the hero animation, a single financing request receives offers from multiple lenders.

The animation turns the marketplace concept into a simple scenario that's easy to understand at a glance.

Further down, four marketplaces move around Critera: Business Lending, Loan Portfolio Trading, Syndication, and Equity & Partnerships.

The animation shows the range of opportunities, with each marketplace linking directly to the relevant registration flow.

Other animations extend the same idea across the site.

Feedback from finance professionals made it clear that the AI engine needed more visibility on the website.

In response, I designed a dedicated section with an explanation and animation.

It follows the flow of information from documents and data sources through analysis, credit package preparation, and lender matching.

The animation turns a complex process into a clear visual sequence, showing where technology does the work and where people make decisions.

A timeline explains the six steps from registration to closing, including estimated timeframes. Visitors can click each step to see more details.

The benefits section highlights what Critera offers: anonymity, credit package preparation, and access to professional lenders.

For brokers and financial advisors, I explained how they could manage clients discreetly and submit requests anonymously.

Team photos, professional backgrounds, and visible contact details make it easier for visitors to reach out and ask questions.

The FAQ includes search and topic filters. The blog, for which I developed the content, provides more detailed answers and supports organic visibility.

I adapted the layouts, animations, and timeline for mobile, preserving the visual hierarchy and easy access to registration.

The brand identity stays consistent, while each composition adjusts to the screen size.

I organized the colors, typography, and components into a Figma design system. It documents the visual language and provides a consistent foundation for future development.

I created advertising videos built around business opportunities following a successful tender, with examples from construction and industry.

The stories illustrate the financing gap and show how businesses can find potential lenders through Critera.

The characters and settings reflect each target audience, while animated colors, shapes, and typography carry the brand identity across the videos.