Brand as a product, a symbol, and experience
SwingCash - A vibrant visual system inspired by night-life and lighthearted doodling
Challenge
SwingCash is a mobile app rewarding users for spending time at participating bars and restaurants. In the crowded market, it is essential for a digital-first brand to offer a holistic experience to engage and delight users.
Our approach
In addition to user research, our overall approach was rooted in branding strategies for true differentiation.
- Be bold – To help the brand stand out, we prepared to push everything really far.
- Stay true – A brand promise is to be taken seriously. We set out to create something that would still deliver that promise.
- Have fun – We aimed to design a visual experience that would not only cater to the preferences of the target audience but also communicate a sense a humor.
Solution highlights
Working with the SwingCash team, we designed a dynamic brand system that plays up the brand personality in all brand touchpoints. SwingCash’s new identity design centers on celebrating the vibrant nightlife in the city. A high-contrast and more vibrant color palette and light-hearted doodles are adopted to communicate the youthful and boundless energy of the target audience.
Infused brand experience
From typography to illustration, subtle motifs of “money” and emojis are used throughout the app UI and brand collateral.
Clear Communication
A clear hierarchy of data and visual elements is established to make sure that the more relevant information is accessible at a glance. Interactions within the app have also been streamlined to make sure while engaging the users, SwingCash itself stays out of the way of social gatherings.
