Brand ID, Digital Design
Money Means aims to do financial planning differently, creating a digital financial planning service to provide affordable and trustworthy financial planning for the younger generation who need help mastering their money. Money Means has the tools to demonstrate that finance is both interesting and empowering, and intends to cover every aspect of financial advice, from investments and savings to budgets and protection.
With an industry defined by impenetrable walls of jargon and a sense of elitism that permeates the marketplace, Money Means wanted to challenge the sense of fear that their demographic was feeling, especially in terms of trust and a perception that financial planning is exclusively for the very rich.
To become the go-to financial planner for millennials, Money Means were in need of a revolutionary look and feel that could disrupt the market without losing a foundation of trustworthy authority, promising to keep the best interests of its users at heart.
The personality we created for Money Means is modern and energetic, defined by a personable warmth, but despite a pervasive engaging tone, the brand places emphasis on honesty and trustworthiness, combining classic, tried-and-tested techniques with cutting edge awareness of the financial industry and design.
The new logo captures this balance of trustworthiness and youthfulness through the illustration expression of the logomark. The design was originally developed around the concept of evolving, capturing a feeling of fluidity and flexibility that would resonate with a young audience in search of the correct guidance. The larger letterform was designed to feel like it is leading its smaller counterpart by the hand. It creates the sense of a stairway leading upwards towards better things, capturing the user’s personal finance journey.
For the new colour palette, a playfully bright orange was chosen to be tempered with a more sophisticated dark green and a calming wash of off-white, capturing the brand’s delicate balance of expressive vibrance and safe, level-headed guidance.