As part of the team who worked on the brand refresh for GCash, we were challenged to design GCash not only as a tech company but also as a lifestyle product. Since its inception, GCash has focused on its singular goal of providing purpose-driven financial technology to empower the underserved. Yet, despite being one of the country's first movers in mobile payments, they faced some challenges in communicating the level of innovation they continue to achieve and pursue. This is when they asked for our help. They needed to refresh the entire GCash brand through an adaptable, robust design system, that connects their audience to their mission and their message, in a culture that is still apprehensive towards modern fintech.
GCash
Objective
It needed to look professional and reliable, while still allowing for elements of play and life. As such, we created and standardized the overall branding system of GCash, including assets from the logo, the typesetting, and color the palette, to their more identifying elements, such as the robust system of patterns and illustrations we've created to correspond to the usage of the brand. Designing the system required that we strike the balance between being practical and being creative. It needed to be a flexible branding system that can keep up with an ever-growing product.
Brand Scope
Brand Identity, Brand Video Animation
Project under Serious Studio
Project Team
Creative Direction: Deane Miguel, Lester Cruz, & Kookie Santos
Lead Strategy: Karina Abola
Lead Design and Animator: Angela Chua
