INTRODUCTION
In Mexico, little over 40% of the population is underbanked, meaning they don’t own a credit or debit card, because of that, a lot of people don’t have access to online shopping or they’re forced to use complicated payment methods in order to shop online.
Cashi was developed to give underbanked customers access to a safe and easy payment method for all their needs, like online shopping, bill payment, and online subscriptions.
Cashi was developed to give underbanked customers access to a safe and easy payment method for all their needs, like online shopping, bill payment, and online subscriptions.
OUR PURPOSE
To develop Cashi’s visual identity I wanted to look outside the finance industry for inspiration. Our goal was to create a brand that was warm, friendly, bold, and distinct, so diversifying our inspiration, allowed us to craft an identity that was fresh and unexpected, at the time.
Initial interviews with our potential customers showed a huge mistrust in financial products, so our purpose was clear:
"Create an identity for Cashi that felt fun, safe, and friendly."
Initial moodboard of for playful and colorful inspiration.
VISUAL LANGUAGE
We focused our efforts on developing a system of colors, shapes, and patterns, so these visual elements, through repetition and consistency, would establish recognition and awareness of Cashi, would differentiate us from our competitors, and allow us to get closer to people.
Color
We extended our brand color palette of blue and green, and introduced "Mexican pink" as an accent color, since it has always been unique to Mexico, it turned out to be our visual differentiator.
To balance everything we chose to stay within a limited palette: blue, green, pink, and yellow. We also used the strength of black balanced against white, using a muted color palette in the more serious parts of our flows but allowing us to have fun in other sections, like onboarding or sharing with friends.
To balance everything we chose to stay within a limited palette: blue, green, pink, and yellow. We also used the strength of black balanced against white, using a muted color palette in the more serious parts of our flows but allowing us to have fun in other sections, like onboarding or sharing with friends.
Typography
Cashi's part of Walmart's brand portfolio so we decided to use our custom typeface, Bogle.
Illustration
We audited our competitors and other brands that our target audience interacts with, we noticed that stylistically there were lots of stock-like in both color palettes and illustration style. We wanted to be distinct while embodying our purpose.
A unique and differentiating style using simple shapes and a limited but playful color palette. The design intent is to represent that money management and online payments are accesible, easy, fun and safe for everyone and nothing to be scared about. We used objects with faces conveying simple emotions to create a connection between people and our product.
A unique and differentiating style using simple shapes and a limited but playful color palette. The design intent is to represent that money management and online payments are accesible, easy, fun and safe for everyone and nothing to be scared about. We used objects with faces conveying simple emotions to create a connection between people and our product.
PATTERNS
We introduced subtle patterns to allow us to balance the brightness of our color palette and give the eye an ocassional break.
The pattern was inspired by concepts related to our brand: shopping, technology and money.
The pattern was inspired by concepts related to our brand: shopping, technology and money.
UI KIT
After defining our visual language we went ahead and crafted our first set of components for our UI Kit using atomic design methodology.
Launch
On Aug 14th 2018, Cashi was succesfully launched at 3 pilot stores, within 2 weeks we reached 617 sign ups and +300 in-store payments.
CREDITS
VISUAL STRATEGY
Brenda Flores
Brenda Flores
PRODUCT DESIGNER
Naznin Richhariya
Naznin Richhariya
DESIGN TEAM
Fabio Castro
Elnaz Sarraf
Fabio Castro
Elnaz Sarraf
