Manali.

Challenging the banking industry.

In early 2022 we were approached by a forward-thinking startup with a big vision to change the banking industry in the US. Together we turned their vision into a new category idea we named “Green Lifestyle Banking”. We then created a new logo, visual identity, website, and marketing material.

We started by articulating their vision in the brand manifesto, with a strong belief statement: “Customers deserve more than just being seen as the sum of their savings”, mission statement “to educate and empower customers to make smart financial decisions” and baseline: “Make you Money matter”

We then implemented this vision in their brand identity with a green and nature-inspired visual identity, minimalistic design, and a focus on financial empowerment.

We validated our brand direction through an association AI engine and EEG-validated methodology to ensure the right associations were evoked.

The results were promising, solidifying Manali's position as a bold, clear, and forward-thinking green neo-bank for the purpose-driven generation.

Our work on the logo, visual identity, website, and marketing materials helped Manali stand out in the crowded banking industry and move towards their mission of promoting sustainable financial behavior.