CASHAPAY BRAND IDENTITY
Cashapay is a digital wallet and payments app. It aims to give safe and secure transactions between local banks, and convenience in paying your bills with lower transaction fees. It was my first major project under Oriente Express and JG Summit, from ideation to execution.
Competitive analysis, Market research, Graphic design, Art direction, Creative direction, Logo design, Copywriting
Create a brand identity for a digital wallet app that would entice a wide range of demographic
Designing for a brand without references such as the mission and vision, target market, and competitor analysis was very challenging. Adding to that, the process of approval was not easy as it involves a lot of stakeholders including our CEO. But with all those challenges, it gave me an opportunity to spearhead the needed foundation in order for me to come up with the right look & feel for the brand.
So I started with creating the brand persona by doing a competitive research, gathering information from the stakeholders with the mission & vision of the product, and what is the relevance of what we are aiming to do for the society. From that, I was able to slowly put them together and came up with the persona, as well as the final logo, and the look & feel for the brand.
INITIAL LOGO DESIGNS
A JG Summit color inspired, I made sure that the logo is simple, and easy to understand and remembered by incorporating symbols that represent our purpose as a product. These logos were used in the early versions of the application.
After 2 versions of logos and design applications across all the products (Android, iOS, web & admin) stakeholders finally approved this third design version.
Inspiration of this logo is a wallet forming a letter “C”to personify the name of the product and also, it symbolizes as a wall to protect and secure the “arrow” as a negative space that represents cash-in flow.