MoneyLion
Reimagining the MoneyLion identity to elevate every money moment, empowering users to take control and thrive with every financial step
MoneyLion is the only financial app you need, offering helpful tools, personalized deals, and content to keep you informed about your finances. To match the energetic lives of its users, MoneyLion required a refreshed identity that emphasizes simplicity and ease of use.
Logo & Visual Identity Systems, Brand Guidelines and Toolkits, Digital Product Design
The Working Assembly began by redefining the MoneyLion brand positioning. This involved understanding the core values and needs of the target audience. By focusing on a more personalized money experience, we helped set the stage for a brand that resonates deeply with its users.
A key component of the brand refresh was updating the MoneyLion visual identity with a vibrant and energetic aesthetic that reflects the dynamism of its audience. This new look enhances recognition and fosters a sense of connection with users. From custom illustrations to a bespoke font, this energy and personalization was brought through across all touchpoints.
The team prioritized user experience throughout the branding process by simplifying interactions within the app, ensuring that users can easily navigate features and access personalized tools.
Would rephrase sentence: The refreshed MoneyLion identity hit full speed with a 23XI Racing partnership, showing up on cars, drivers' suits, and promotional items.
Other Work
