As a cutting-edge fintech startup, cellfunds needed to tell their story in an approachable, friendly way to a global audience.
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art & creative direction
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copywriting
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illustration
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social media design & campaigns
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branded content
connecting currency and supporting families.
cellfunds wants global communities to economically and financially thrive. By making multicurrency wallets accessible to the unbanked and donating 1% of sales back to global charities, cellfunds supports communities local and worldwide every time they send money across borders. Building on their existing logo, a full brand identity was developed to tell the story of this important mission.
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finding purpose in your voice.
The new tagline, “Money that moves you,” captures the two core value propositions in a nutshell—faster money transfers across borders and giving money back to impact communities in need. To build a community with a multicultural audience, every copy touchpoint must embrace a tone of warmth, directness, and clarity, from the tagline to website language.
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"It’s truly been our pleasure to have an ongoing partnership with the hiro team. Instead of trying to give us a one-size-fits-all solution, they invested in understanding our product and creatively communicating it."
Brent Galbreath
COO, cellfunds
putting a face to a name.
Goldie, our custom-drawn brand mascot, personifies the service-oriented nature of cellfunds. Designed to represent international currency, she is a global citizen and friend that welcomes new customers into the world of digital wallets. From assisting with money transfers to wearing a mask in a public setting, Goldie embodies how cellfunds cares about our community.
evolution
developing cellfunds’ brand identity.
Derived from the logo, cellfunds’ graphic library of rounded forms, curved paths, and arrows establishes a visual language of connectivity, speed, and ease. The energetic color palette is a fresh take on the traditional finance blue, as cellfunds leads the way into the future of banking.
