About the Project

Brand and campaign identity for a consumer fintech app, built to feel approachable to a mainstream audience without losing financial credibility.

Challenge

Consumer fintech tends to read as either sterile and institutional or cartoonish and unserious. Tilu needed to sit convincingly between the two.

Outcome

A warmer, more distinct identity system carried across product, campaign and social — recognisable without borrowing anyone else's visual language.