MoneyLion
Reimagining MoneyLion’s identity to elevate every money moment, empowering users to take control and thrive with every financial step.
MoneyLion is the only app you need, offering features for every financial moment, tools and content to keep you informed, and personalized deals just for you. 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 & Toolkits, Digital Product Design
The Working Assembly began by redefining MoneyLion's 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 MoneyLion’s visual identity with a vibrant and energetic aesthetic that reflected 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 touch points. This new look enhances recognition and fosters a sense of connection with users, while prioritizing legibility for all of their financial needs.
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.
MoneyLion's refreshed band identity hit full speed with their partnership with 23XI Racing's cars, driver suits, and promotional items.
