reyo
The website for ReYo, a fintech startup that turns car-insurance payments into credit history. Designed in Figma with Bridger's creative director, shipped on Framer, and built to survive a startup that was still deciding what it was.
ReYo started as a credit-score company. Partway through the work it pivoted to insurance. For a website that has to launch before the product does, that kind of movement is the whole problem: design too specifically and the next pivot throws the work away, design too safely and the site says nothing. Working with Jude Anasta, ReYo's CEO, our brief became an identity that could hold whatever the company decided to be.
Sam Reed, Bridger's creative director, and I researched what credibility looks like where tech and insurance overlap: enough warmth to feel consumer, enough restraint to feel trustworthy with money. Then we deliberately kept the system general. Editorial type, a dark ground with one confident yellow, and real city photography instead of product screenshots that didn't exist yet. Nothing in the design depends on which product ships behind it.
The pivots eventually fused: ReYo landed on building credit through the car-insurance payments people already make, a product that is both of the companies it almost was. The site absorbed the final positioning without a redesign. The headline changed; the identity held.
The site is live at getreyo.com, collecting a waitlist while the product and the raise are both in motion. It was designed in Figma, iterated with the founder in the loop, and shipped on Framer so the ReYo team can keep it current without a developer.
Designing for a company that hasn't finished becoming itself taught me to separate what's fixed from what's still moving. Anchor the design to the audience's trust, not to the feature list, and a pivot becomes a copy change instead of a rebuild.