Monefit Identity
Brand Idendity
Monefit had grown beyond a single product but lacked a cohesive visual identity to support that evolution. The brand needed a system that could scale across products, campaigns and digital experiences while feeling more confident, modern and ownable in an increasingly crowded fintech market.
The brand was positioned around optimism and empowerment. The goal was to make investing and saving feel accessible without losing credibility, creating an identity that feels energetic, human and confident.
The identity combines bold typography, a restrained palette and confident layouts to create a recognisable visual language. A custom palette built around Monefit Yellow, Monefit Black and warm neutral tones balances energy with trust, while Deacon Display Black gives headlines a distinctive voice. The system was designed to remain flexible across both editorial storytelling and product-led communication.
Beyond the visual identity, we developed a complete brand system to ensure consistency across every touchpoint. This included layout grids, spacing rules, colour hierarchy, typography usage, imagery direction, iconography principles and component behaviour, documented in a comprehensive brand guideline used across marketing and product teams.
Lead Brand Designer & Art Director - Brand strategy translation - Visual identity - Brand system - Brand guidelines - Art direction - Campaign design - Marketing assets
Company: Monefit Brand Lead: Benjamin Jones Growth Lead: Rowan Pereira Senior Art Director:Ghada Bennasr Senior Brand Designer: Nareg Soussani Senior Product Designers: Mayumi Hashimoto, Kaspar Kuus Content Designer: Paula Valgus Copywriter: Patrick Johnson Content Manager: Laura-Angela Teearu