A fresh brand identity for a truly modern money manager.
Money Means
Client
Year
Scope
2021
Money Means takes a unique approach to money management, with its digital financial planning service aimed at helping younger generations master their money. Money Means provides financial advisory tools that help its millennials customer base understand, manage, and grow their finances.
Money Means needed a revolutionary look and feel to support its mission of being the go-to financial planning tool for millennials. It wanted an eye-catching yet trustworthy aesthetic, one that would position it as an approachable expert.
"In an industry filled with complex jargon, Money Means wanted to prove that financial planning—and money management more generally—is accessible to everyone."
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.
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.
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 UI/UX design for Money Means follows a set of comprehensive design rules, based on the use of our vibrant colour pallette, paired with the simplistic but effective use of lines and fill objects that create a crisp and modern feel to the layout.
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