Rebecca Kersch (CEO), Louis Tanghal (illustration), Rhea Caparas (social media)
TANGapp is an early-stage fintech startup building a mobile app for easy and accessible international money transfers, starting with US-Philippines payment rails. As marketing lead, I directed our small-but-agile team to develop a fun, friendly, and trustworthy brand identity that appeals to TANGapp's target audience of Filipino diasporic communities.
Despite being early-stage, there was previous product branding to take into account so as to be considerate of current users. Cohesion with the UI design of the mobile app also needed to be top-of-mind. Additionally, some branding decisions would need to involve a variety of key stakeholders (the CEO, the engineers, the product team, the compliance team, etc.). Last but not least, this all needed to done on a lean early-stage startup budget.
This was a great opportunity to take on a truly cross-functional project and collaborate with decision makers from across the company. In the end, we were able to consolidate opinions and make key decisions by keeping the target user at the center of everything.
We kept the original hexagonal logomark to maintain familiarity with current users, while updating the colors and logotype for a bold and clean feel.
In addition to developing a visual design system, I worked closely with the CEO and the marketing and product teams to craft language that captured the brand's values, voice and tone, and personality traits.
TANGapp's mascot, Sidney the Sea Star, represents the steadfast spirit of Filipinos working overseas. I updated the character design to create clear visual communication through various emotes, increase scalability, and promote cohesion with the UI design of the mobile app, in which she frequently greets and guides users.
I collaborated with our in-house illustrator to develop TANGapp's digitally-painted illustration style and translate complex product feature descriptions into engaging, easy-to-understand visuals.
I codified our team's brand identity work into a 27-page brand guide. The format and structure allows for easy amendment as the brand continues to grow.