Rebranding a millennial money management membership platform.
Muvado
Client
Year
Scope
2023
Muvado approached Sēon to provide a fresh new brand for its financial advisory services, which are focused on helping young professional millennials on their journey to buying their first home.
The goal was to create an aspirational and approachable brand that helps clients master their invaluable finite resources: money and time.
"Muvado's goal is to help clients feel empowered around their money.
Thanks to Muvado trusted advisors, its clients feel happy and in control of their financial destiny, without needing extensive education or to become experts. Instead, they can devote their time elsewhere."
The Muvado logotype reflects the youthful and aspirational energy of the brand with the unique touch of a raised ‘o’, which subsequently shapes the logo into that of a growing chart, symbolising the passing of time required for large changes to be made.
Our typography treatment for Muvado features the combination of a serif and serif typeface, the serif in italic utilised to accentuate and stress key points in Muvado’s communications, bringing a feeling of energy to otherwise straightforward and simple phrases.
The focal point of our design revamp for Muvado was the introduction of or “Muvadians”, a suite of illustrated caricatures, bespokely made for Muvado’s communications. The goal was to create a universe of aspirational, fun and relatable characters that reside within the different contexts in which financial responsibilities are present, such as parenthood, investment, and life’s adventures.
The full potential of the rebrand was brought into the web design of the Muvado website, incorporating the full suite of “Muvadian” characters to tell the story of the brand in a unique and engaging way.
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