Visual identity and tone of voice for a fintech app within personal finance

The assignment

The goal was to give the app a personality that felt safe, playful, and smart at the same time. A direction that could carry the interface, website, and communication.

The work included:

• creative direction for the visual identity
• new logo and graphic expression
• UX copy for app and website
• tone of voice that makes finance understandable
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The idea

The logo was inspired by the toy slinky—a shape that moves up and down like a stack of coins. The visual metaphor reflects how savings grow over time and gives the app its own playful language.

The tone of voice was shaped to feel:

• knowledgeable without being complicated
• encouraging without lecturing
• personal without losing professionalism
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The result

An identity that makes finance less intimidating and more human. Hello Penny gained an expression that can grow with content, guides, and future features—and that helps the user feel: “I can do this.”

👉 This is how design and words together can make a complex service easy to embrace.

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