MoneyMe

MoneyMe is an ASX-listed digital lender and one of Australia’s most recognisable non-bank challengers. Founded in 2013, MoneyMe set out on a mission to disrupt the traditional consumer lending space, and to establish themselves as a leading figure in the digital lending space. In 2024, MoneyMe sought to realign their brand with the same energy, ambition, and digital-first spirit that originally inspired them. Tasked with leading and revitalising MoneyMe’s overall brand narrative & framework, a series of cohesive systems & frameworks needed to be created to ensure flexibility & consistency across a range of products & audiences. A series of brand workshops & discovery sessions were undertaken to understand the landscape as deeply as possible, and ensuring our market position, values & vision were aligned and correct. The project extended beyond design and deep into creative direction & campaign execution, with our hero assets being a series of high-energy television commercials that brought the new brand to life. This included managing talent selection and casting to ensure the faces of the campaign reflected the diversity and forward-thinking mindset of MoneyMe’s audience. The result was a brand transformation that was sharp and deliberate. A bold new identity was introduced with angular forms, a charged colour palette, and motion-driven layouts that captured a sense of energy and innovation, and create a clear differentiator in market. Supporting this was an extensive design system, from iconography and digital UI to hero imagery and type. All elements were considered and acted upon, and gave the brand both consistency and adaptability across all customer touchpoints.