Cashnest is a financial app designed to help users build better habits around saving, spending, and overall money management. The objective for the brand identity was to establish a tone that feels clear, stable, and approachable, while avoiding the cold or overly technical aesthetic common in fintech. The result is a visual system that supports both product clarity and brand distinction across multiple channels.

The Cashnest logo is built around a central symbol: a bird nesting around a currency mark. It’s a direct metaphor for building financial security over time through small, steady actions. The icon had to function both as a standalone app icon and alongside the wordmark in more formal contexts. Special care was taken to ensure clarity at small sizes, as well as visual strength in both light and dark environments.

The color system was developed to balance structure with warmth. Midnight Pine anchors the identity with a deep, trustworthy tone, while Coastal Teal provides a fresh and distinctive base color for digital use. Citrus Yellow and Mint Alloy act as supporting accents, adding contrast and approachability without feeling playful. All colors were tested across product UI, print, and outdoor formats to ensure legibility and consistency.

A geometric sans-serif typeface was chosen for its modern neutrality and strong readability. It supports the brand’s tone of calm confidence without drawing unnecessary attention to itself. The type system was built to perform across a range of applications, from in-product UI to long-form content and advertising, allowing for a unified experience across all touchpoints.

The visual identity was tested across a variety of real-world scenarios to ensure flexibility and consistency. This included mobile UI components, app icons, outdoor advertising formats such as billboards and transit signage, and browser-based product interfaces. Each mockup was designed to validate the strength of the system in isolation and as a cohesive whole.

The brand identity was built around four guiding goals: to feel professional without being cold, to support clarity and control, to remain flexible across digital and physical environments, and to create a recognisable symbol that can stand on its own. Every visual decision was made with these goals in mind, ensuring the brand can scale as the product and user base grow.

Cashnest is designed to be a long-term tool for people seeking financial peace of mind. The identity reflects that mission through clean, functional design that invites trust without overpromising. The system is made to grow with the product, whether it’s a startup or a more established platform.

For all-around design projects — branding, UI, or digital content — feel free to get in touch. Always open to collaborating on clear and thoughtful design work.