SeaMoney

Duration
Type
My Role
Team

May 2020

Brand Identity, Graphic Design

Project Lead, Research, Visual Design

2 Brand Designers, 1 Design Manager

Overview

Establish a Brand Identity for the Financial Service

Established in 2014, SeaMoney is a leading digital payment and financial service provider in Southeast Asia.

In 2020, the company was expanding and needed a brand identity system. As a the lead designer, I worked with other designers to develop a comprehensive brand identity.

Discovering

Logos of Competitors

Many bank logos are symbolized by the meaning of their names, pixelated or shaped along with initials. These bank logos are usually used in neutral or cold colors.

Background

How to be Digitally Inclusive?

Before diving into design, the situation we needed to consider was whether the financial service was a new tech for local residents, and thus, did it need be digitally inclusive.

Further, since SeaMoney is a sub-brand of Sea Group, the stakeholders expected its brand identity would be related to its parent brand.

Defining

Design Goals

Designing

Moodboard

Designing

Logo Development

The other three designers and I generated ideas for the logo by exploring different combinations of colors and shapes.

Designing

Chosen Concept

One of my concepts was chosen by the CEO, and he wanted to see if we could develop variations based on the shape. The following is the final look of the logo.