Moneybox rebrand
Summary
Brief
The objective of this project was to refresh the Moneybox brand to better reflect the company’s mission and strategically engage a wider customer base. The challenge was to evolve the visual identity in a way that retained the brand equity built over the past five years while making it more mature, inclusive, and appealing to a broader range of users across different demographics and touchpoints.
Contributions
I served as the lead internal designer, collaborating closely on brand strategy and providing feedback on concepts to refine them. I ensured that the chosen approach would be consistent and effective across all business areas, including the app, website, and CRM communications.
Role
Design Lead, working with external agency
Design software
Figma
Illustrator
Overview
A showcase of the refreshed brand elements, including the updated logo, app icon, typography, and the new illustration and icon style.
Brand assets
Logo before and after
Underpinning the strategy: At the heart of the strategy, we question wealth — challenging what it means, who it’s for, and how it’s achieved. By looking at it from this different perspective, we start to see its vast potential. To change mindsets, to inspire opportunities, and to encourage more people to make wealth part of their everyday lives.
New brand proposition and manifesto
Illustration system
The goal was to develop a scalable illustration system that could be applied consistently across all brand assets at various sizes. Featured below are the hero illustrations, designed for major brand moments and larger placements with an emphasis on emotional impact; mid-size illustrations, optimised for everyday CRM materials and website assets; and a newly created icon set.
Hero illustrations by Karlotta Freier
Illustration set
Icon set
Above the line advertising campaign
A combination of product-focused and brand-focused out-of-home advertising campaigns, leveraging the refreshed brand assets to drive increased brand awareness and engagement.
