MoneyPro is a conceptual project - I was tasked with developing a brand identity for MoneyPro, focusing on the core brand building blocks of logo, colour and type to develop a creative and engaging identity that resonates with both parents and children.

Key considerations:​

 

✦ Target audience - marketing to parents, but used by parents and their kids

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✦ Appeal to children and teens without feeling childish - the app enables them to develop their financial skills, setting them up for the future, so youthful, not childish

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✦ Teens can tend to want to feel grown up, so finding a balance between appealing to children whilst empowering them to approach money sensibly

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For the branding, I focused on designing a brand that felt youthful, to connect with the user audience; whilst also feeling grown-up, to empower the users to connect with their saving and spending habits in a serious way.

 

Because the marketing would most likely be focused on parents/guardians, and then app usage would be for both kids and parents/guardians, it was key to create a brand that connects with both audiences without alienating one or the other. I chose a combination of handwritten marker typography and a serif to help bridge this gap and ride the balance between fun/youthful and education/money.

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For this project I created a deck to present my research, ideas, design development, and the final branding design for MoneyPro - you can view the deck here.