Closeday: key visual
The brief we wrote
Closeday: the problem.
Closeday is a fictional accounts-payable platform built in Pune for manufacturers with 200 to 2,000 employees. The product is strong: invoice capture, three-way matching and approvals that work on a phone.
The website is a feature list with a dashboard screenshot. Demo requests come from students and junior staff, while the finance heads who sign contracts never find the page that speaks to them.
Business
Accounts-payable software for mid-size manufacturers
Industry
B2B SaaS
What we’d deliver
- Positioning and messaging framework
- Identity and product UI accents
- Website with published pricing
- Content plan for search and AI assistants
Typical engagement
10 to 12 weeks
What the category does
- Every AP tool leads with a dashboard and the word “AI-powered”.
- Pricing hides behind “Talk to sales”, so serious buyers can’t shortlist without a call.
- Demo forms ask for an email and nothing else, so sales can’t tell a CFO from a student.
The insight
Finance heads don’t buy features. They buy a faster month-end.
Ask a CFO what hurts and nobody says “invoice capture”. They say the close drags into the second week, the auditors keep asking the same questions, and the team works late every month. A date is something a CFO can hold a vendor to. So the brand makes a promise with a date on it.
Three routes, one chosen
Three directions for Closeday, one chosen.
Route A
Let AI do your AP.
Automation
Sounds like every competitor, and finance teams distrust black boxes.
Parked
Route B
Every rupee, accounted for.
Control
Credible, and kept as proof on the security pages, but it describes a feeling, not an outcome.
Parked
Route C
Close the month by the 3rd.
The 3rd
Concrete, measurable and easy to repeat in a board meeting.
Chosen
01 · Identity
Closeday: a brand that looks like itself.
A lowercase monospaced wordmark that reads like a line in a ledger. Graphite and paper tones keep it calm and credible. Amber is rationed: it only ever marks the 3rd, in the product, on the website and in every monthly email.
- Wordmark set in IBM Plex Mono, lowercase
- Graphite, paper and rule grey for everything
- Amber reserved for one job: the 3rd
Closeday: wordmark, colour palette and typography
02 · Website
The Closeday website, built around the idea.
The homepage leads with a month-end calendar, not a dashboard. Pricing is published by invoice volume, and the demo form asks two qualifying questions so sales can prioritise real buyers.
- A month-end calendar as the hero
- Published pricing tiers by monthly invoice volume
- A two-question demo form: company size and monthly invoices
- A CFO resource hub built around real search questions
Closeday: website homepage concept
03 · Mobile
Closeday on mobile, where most customers meet it.
Approvals are where closes stall, so the mobile experience is built around one action: approve or query an invoice in seconds, from anywhere.
Closeday: three mobile screens
04 · In the world
Closeday, away from the screen.
The idea travels as a ritual: a monthly “Closed on the 3rd” email, a LinkedIn format finance teams can share, and a calendar card for the team’s desk.
Closeday: brand applications
How we’d know it worked
The numbers we’d agree for Closeday on day one.
This is a concept, so there are no results to report. These are the measures we’d set with a real client before starting, and review every cycle.
01
Qualified demo requests
Demos from companies that fit, not total form fills.
02
Pricing page to demo rate
Published pricing should bring fewer, better conversations.
03
Visibility in AI answers
Whether assistants cite Closeday for month-end close questions.
04
Average customer close day
The promise itself, reported back to customers every month.
Why a concept?
Why Closeday is a concept, and says so.
Closeday doesn’t exist. We wrote this brief ourselves and took it through the same process we’d use with a client: research, a real insight, routes we could defend and the decisions that follow. Names, prices, people and places in the visuals are illustrative. Client work will appear here when clients say it can.
The services behind it
Have a real brief like Closeday’s?
Start with a 45-minute Growth Audit. Bring the problem; we’ll bring the questions.