MoneyLion

MoneyLion positioned itself as the only financial app users needed, offering tools, personalized deals, and content to help people stay on top of their finances. But to match the energetic, fast-moving lives of its audience, the brand needed a refreshed identity that emphasized simplicity, ease of use, and emotional connection.

We redefined MoneyLion’s positioning around a more personalized money experience, creating a vibrant new visual identity system that reflected the dynamism of its users. From custom illustrations to a bespoke font, every element was designed to enhance recognition and foster connection, while simplified interactions within the app improved navigation and usability. The refreshed brand quickly gained visibility through high-profile activations, including a partnership with 23XI Racing that put MoneyLion’s new look on cars, drivers’ suits, and promotional platforms — bringing the identity to life at full speed.