We began the discovery process by looking at the history of the company, what it’s branding process had been thus far, what problems the company was looking to solve with a rebrand and most importantly what a successful rebrand would look like to them.
We looked at their competitors and embarked on a conversation about how the brand wanted to be seen, how they felt they were perceived by their customers and examined whether this was in line with how they wanted to be seen. This process enabled us to create a strong story for the ‘mission statement ’ and values:
Blue, Linen and Hot Pink make up the core majority of mycashline’s branding.
The secondary colors are used for text, brand elements and pops of colors.
We wanted the color palette to be able to convey the trust and reliability of the brand (blues and greys) but in order to excite and engage with the customer the pinks and mint tied it all together. Using pink in branding sparks feelings of innovation and creativity, we wanted the branding to come across in a genuine, new and exciting way. The mint brings the palette together and whilst it’s not a primary color, green is an important player in that it indicates growth and prosperity and using the bright mint we felt, really communicated positively with the consumer.
When we asked the team what they felt mycashlines most recognizable asset was, they said the logo. For this reason we chose to create a logo which didn’t differ too much from the old one.
Lexend is a font that was original created to help with dyslexia due to its readability and we felt it would be a good fit for MCL because it creates a very clear experience. Taking advantage of the vast option of weight allowed us to create a journey in how the consumer takes in information. Boldening key words not only helps with this experience but is visually pleasing – added with the use of color against backgrounds.