Monmate

We were driven to craft a distinctive brand experience for a financial institution with a deeper purpose: to provide tailored financial tools for teens and educate them on managing it using a respectful and engaging approach, treating them as equals, not kids.
Capabilities
Brand design & identity
Creative design
Design strategy
UI design
UX design
Industry
B2C companies, Finance, Scale-ups
Client
Monmate

While debit cards and banking tools for teens were slowly gaining traction, there needed to be more education on managing finances responsibly. So, this project is not just about another financial tool but about equipping teens with the knowledge to manage their finances effectively, preventing wasteful spending.

The challenge was creating a brand that parents would buy but teenagers would love and use. Even though parents are the ones buying, teens must want to use it, especially since they often want what their friends have. Considering what we know about how teens handle money and make choices, how did we make this work.

The vibrant orange backdrop signifies enthusiasm and creativity, making it appealing and trustworthy for the younger demographic.

Why we took this job

  • Genuine Alignment: We're in the business of blending ethics with aesthetics. This project allowed us to tap into that intersection, particularly given the dual audience of parents and teens. It fits our ethos.
  • Real Impact Potential: We prioritise projects where our design input can drive significant change. Given the nature of this challenge, we saw an opportunity to make a tangible difference, aligning with our track record of facilitating transformative journeys for our clients.
  • Complex Challenges Drive Us: At 'ettyq', we're driven by intricate problems. It is more complicated to cater to parents and teenagers, understand their nuanced needs, and deliver a solution that appeals to both. But it's precisely the kind of challenge that gets us going.
This colour palette exudes a vibrant and youthful energy, perfectly resonating with a teenage demographic. The blend of bright and pastel hues suggests a balance between fun and responsibility, reflecting the card's aim to empower teens with financial knowledge while allowing them to enjoy their spending. The mix of "Colourful and bright" elements emphasises the card's approachability, encouraging teens to embrace the excitement of financial independence and the importance of wise money management.
The logo showcases a stylised, intertwined "N" shape reminiscent of the infinite loop symbol. This design choice represents the continuous journey of financial education, emphasising that learning and growth are unending processes. The intertwining design signifies the merger of traditional financial knowledge with modern tools, capturing Monmate's commitment to seamlessly integrating age-old wisdom with contemporary needs for teens.
The outdoor ad campaign centres around vivid posters featuring candid moments between teens and their parents, emphasising collaboration in financial education. Set against everyday backdrops, each poster captures genuine interactions, underscoring the app's role in bridging generational gaps in economic understanding. This consistent theme across the range highlights the app's mission: fostering financial conversations and teamwork between teens and their guardians.
The clean design ensures an uncluttered view, emphasising the app's user-friendliness. The choice of a minimalist typeface combined with ample white space further accentuates this clarity. The organic forms, reminiscent of flowing water or undulating landscapes, symbolise growth, fluidity, and the natural progression of one's financial journey. Together, these elements balance professionalism and approachability, assuring users that while finance is severe, it can still be engaging and intuitive.
The app emphasises personalisation through the prominent use of profile pictures, fostering a sense of intimacy and quick visual identification. The informal, conversational messaging style combined with a history of financial interactions makes it feel tailored to the user's network. This design marries the functionality of financial management with the personal with everyday relationships' personal nuances.
The app allows deep customisation, enabling users to tailor their experience with varied themes, colours, and backgrounds. Distinct fonts enhance readability and personal aesthetic, creating a unique interface for each individual. Such adaptability ensures users can align the app's appearance with their preferences and style.

What we did

  • Design strategy
  • Design language
  • Brand platform and identity
  • Creative design
  • Official website and a mobile app
  • Digital and Physical Assets

Execution Highlights:

  • Harmonious Integration: We embark on a comprehensive journey, starting from design strategy, to transform a company's image and products in close collaboration with the client, ensuring a blend of business, engineering, and aesthetics in all digital aspects.
  • Design Thinking Leadership: Adopting a design thinking approach, we emphasise timeless principles and a continuous improvement methodology. We aim to consistently infuse a design language in all client touchpoints, making products adaptable to any scenario.
  • Product-Centric Excellence: By adopting a product-first approach, we emphasise short feedback loops and iterative improvements. Whether it's a digital product or brand identity, our focus on meticulous details, combined with methodologies like HADI and AAARRRR, ensures product-driven growth while maintaining attention to subtle challenges.

Outcomes

  • Increased Engagement: The app witnessed increased daily active users within the first three months post-launch.
  • Educational Uptake: most users interacted with the educational modules at least once a week, indicating a strong interest in financial literacy.
  • User Feedback: Surveys revealed a high satisfaction rate, with users particularly praising the integration of fun and education.

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Ed Khristus: 'We want to bring aesthetics in every client-business interaction.'