Client
Kesh
Industry
Finance | Tech
Skills
brand_strategy | visual_identity | naming | ux_design | ui_design | app_design | copywriting
Power you pocket
Money management is gradually becoming personal. Apps that allow us to self-manage our money, transfer without interference, and use it with ease are becoming abundant. Within that big category of self-managing money, there are different audiences with specific needs. Neema is an Israeli startup that helps migrant workers manage and transfer their money. After funding, they wanted to break into the local market with a new product – and a new brand. This also means a new audience, and the beginning of a branding journey.
Keep the change
The new product is digital money that never runs out – users can’t get into debts, just like change: when it’s in your pocket, you can spend it. Similarly to Neema, this product has a specific audience as well, one that can truly elevate its quality of life thanks to it: people who cannot manage their money through banks. It’s surprising to know how many of us can’t – for a myriad of reasons: big debts, bad credit history, financial violence, no name a few. We’ve positioned this new brand as DIGITAL LITERAL CASH. Not quite a wallet, but truly in-your-hand cash, just digital. The brand essence is FREE WITH YOUR MONEY, which conveys a sense of ownership, liberation, tangible and attainable accountability. We then named aptly – Kesh.
Coining a brand
The new brand stepped forward into design, where we first crafted a new logo and visual language that accompanies the brand in every communicative application. When working on the logo, we thought about conveying the feeling of real cash. What does it feel like when you hold it in your hand, physically and emotionally? The logo symbol is similar to a currency sign, communicates connection and derives graphically from our analysis of bills and their visual structure. The photography we chose was handled through the same guidelines: characteristics of change and bills were used, along with human focus.
