Featured in: Forbes

Forbes publishes an article on why brand identity carries more weight now that AI makes passable design available to almost anyone. 0TO9 CMO and Partner Siduri Poli is quoted on how fintech brands can stand out. The piece, written by Alison Coleman, appeared on Forbes.com on 13 July 2026 under the title “Why Unforgettable Brand Identity Matters More Than Ever In The Age Of AI”.
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What the Forbes article argues

The article starts from a simple observation: AI has put creative tools in everyone’s hands, and brands risk ending up looking and sounding alike. It cites HubSpot data showing that 80% of marketers now use AI for content creation, and argues that a distinctive, credible identity is becoming one of the sharper competitive edges a business can build.
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Siduri Poli on design in fintech

Poli’s contribution begins with the sector’s reputation. “Fintech has a reputation for being cold and purely functional, known for sterile, minimalist interfaces,” she says. “But a handful of companies have already shown the value in breaking that mould; Monzo made itself instantly recognizable with a bright coral card, and Klarna built a global identity around its signature pink.”

Forbes reports that she also sees finance as a good place for thoughtful design to stand out, because the sector already has structure and trust, and that she believes the most compelling creative work happens within tight constraints.
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The question before the brand

On how 0TO9 approaches brand work, Poli says the first step is a deliberately plain question. “Before we get anywhere near building a brand identity, we ask the boring but critical question first: what does this company do that a competitor can’t copy by vibe-coding it in a weekend?”

She ends with a view on why it matters: “Design is like people. People won’t always remember exactly what you said, but they will forever remember how you made them feel. That feeling is what turns casual users into loyal customers, and good businesses into lasting ones.”

Poli also believes that the physical environment shapes the quality of what founders build, a conviction that earned 0TO9’s Stockholm office a nomination for Sweden’s best workspace design.
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Read the full article

The Forbes piece also covers how consumers are responding to AI-generated creative work and the commercial case for human-led design. It is available here.