Brand Identity, Brand Book

“Good Money” is a financial services startup paving the way for a post-banking future. Good Money’s financial services include credit cards, prepaid debit cards, an e-wallet, and more. Based on its positioning as a “bank of freedom”, the branding leverages the core values that make this brand stand out – young, human, global, and optimistic. This helps to establish an authentic connection between the target audience and financial services without typical bank constraints. The visual language and colors express the ‘modern’ characteristic of the brand, creating an innovative world where financial services are accessible to all.