Creednz: Designing a Cohesive Brand and Product Experience for B2B Payment Protection

Creednz was building a B2B payment protection platform at the intersection of corporate finance and cybersecurity. Its goal was serious: help finance teams identify payment risks, validate vendor and bank account information, and make better decisions before money moved.

The company had raised $7 million in a seed round led by Blumberg Capital, with participation from Elron Ventures and Moneta VC. That funding milestone belongs entirely to the Creednz team. Our role began on a different front: making the brand, product, and website feel as clear, credible, and cohesive as the problem the company was solving.

Creednz funding and project overview

• $7M raised by Creednz in its 2023 seed round

• Brand, product, and website redesigned as one connected experience

• 5/5 verified client rating on Clutch

• 20–30 designers compared across the client’s 15-year industry career

• Top three — where the client placed The Ash Design among them

These numbers tell two different stories. The funding and market research describe the company and its industry. The client rating and testimonial describe our design collaboration. We keep that distinction clear throughout this case study.

Why B2B payment protection matters

Payment protection is not an abstract back-office concern. In research conducted by Ponemon Institute and sponsored by Creednz, 659 finance executives across 18 industries described the scale of the problem inside large organizations.

The companies represented in the research reported average annual revenue of $446 million, an average of 2,836 vendors, and roughly 25,000 monthly payments. Within that operational complexity:

• 88% had experienced at least one payment transaction fraud incident in the previous two years.

• $149,225 was the reported average loss per incident.

• 76% needed more than a month—and sometimes more than a year—to discover and remediate an incident.

• 70% did not trust their internal controls to prevent fraudulent payments.

Those figures are industry research, not results produced by our design work. But they explain the environment we were designing for: high stakes, complex financial workflows, multiple data sources, and users who needed to understand risk quickly.

The challenge: one company, several disconnected experiences

Creednz first approached The Ash Design through Upwork to work on its platform. The initial engagement grew because the client saw the product design process, the communication around it, and the quality of the results.

At the time, the experience was spread across an existing application, a newer product direction, an older website, and a visual identity that no longer fully represented the company. The challenge was not simply to make individual screens look better. It was to create continuity across every customer touchpoint.

A finance leader discovering Creednz on the website needed to meet the same product logic, visual confidence, and level of clarity once they entered the platform.

Our role

We worked with Creednz as an embedded design partner across brand, product, and web. The engagement included:

• a complete visual rebrand;

• a new logo and brand guidelines;

• pitch deck design;

• website strategy, UX/UI design, and redesign;

• development coordination and delivery;

• application and dashboard redesign;

• unifying legacy and newer platform experiences;

• UX improvements and ongoing platform fixes;

• new product flows, including “Email Vendor Not Found” and Logs.

Sofia Bakhtiarova led the design work, with Katerina managing the project and maintaining the day-to-day connection with the Creednz team through Slack.

Designing trust without adding friction

Financial security products face a particular design tension. The interface must communicate the seriousness of risk without making every action feel alarming. It must present dense information without asking users to decode a wall of data. And it must support careful decision-making without slowing finance teams down unnecessarily.

Our design direction focused on three principles:

1. Make risk visible

Important status changes, vendor information, logs, and exceptions needed a clear visual hierarchy. Users should be able to understand what required attention and why, without searching through the interface.

2. Connect old and new workflows

Rather than treating the legacy and updated platforms as separate products, we worked to align their interaction patterns and visual language. The goal was a more consistent experience during a period of product evolution.

3. Build confidence through consistency

The logo, brand system, pitch materials, public website, and product UI were designed to feel like parts of one company. Consistency here was not decorative. For a platform dealing with corporate payments, it was an important part of credibility.

From product redesign to a full digital experience

The platform engagement became the proof point for the wider collaboration. After seeing the product work, Creednz trusted us with the website and the complete brand experience.

We handled the process end to end: design, project management, development coordination, and delivery to the client’s infrastructure. That reduced the number of moving parts the Creednz team had to manage and allowed feedback to move directly from conversation to implementation.

In the client’s words, the team always knew what was happening, deliveries arrived on time—sometimes early—and requests were usually addressed within a day or two.

Watch the client’s full review

Yaniv Hayun, VP R&D at Creednz, shared his experience of the platform, website, brand, and delivery process.

“I’ve worked with 20–30 designers in the industry over about 15 years, and I can say you guys are in the top three—no questions.”

The wording above follows the original video. It is more precise than calling ourselves “the best,” and, frankly, it is a stronger endorsement because the comparison is specific.

What the client validated

We do not have analytics that would responsibly let us claim a conversion lift, revenue increase, or reduction in payment fraud from the redesign. What we do have is direct, verified client evidence about the quality and reliability of the work.

In a verified Clutch review published on May 7, 2025, Creednz rated the engagement:

• 5.0 for quality;

• 5.0 for schedule;

• 5.0 for cost;

• 5.0 for willingness to refer.

The review described the outcome as a cohesive, modern brand experience aligned with the company’s vision. It also highlighted on-time delivery, flexibility, attention to detail, and strong project management. When asked what could have been improved, the answer was simple: “All has been perfect.”

In the video testimonial, Yaniv added that the website was still running smoothly and quickly around three months after the last working session, and that he “couldn’t ask for better results.”

The result: one coherent foundation

The clearest result of the engagement was not a number we invented after the fact. It was a connected design foundation across four layers of the business:

• Brand: a new logo, identity system, and guidelines;

• Story: clearer core messaging and pitch materials;

• Website: a credible public experience designed and delivered end to end;

• Product: a more consistent platform, updated dashboard, improved UX, and new feature flows.

For a B2B FinTech product, that coherence matters. Buyers, finance leaders, and product users may enter through different doors, but they should all feel that they are dealing with the same focused, capable company.

What we learned

Creednz reinforced something we believe about long-term product partnerships: trust is often built through the work before it is expressed in a testimonial.

The first platform assignment led to the website. The website expanded into development and delivery. Ongoing work grew into product fixes and new feature design. That progression happened because the process stayed visible, responsive, and dependable.

Good B2B product design does not need to claim responsibility for the technology, funding, or business outcomes it did not create. Its value is in making a complex product easier to understand, more coherent to use, and more credible at every point of contact.

Sources and attribution

Company funding information is based on the September 2023 announcement by Blumberg Capital. Payment fraud statistics come from the 2023 Ponemon Institute research published by Creednz. Project satisfaction data comes from the verified Creednz review on Clutch. All design scope and delivery statements refer specifically to The Ash Design’s work with Creednz.