Caysh is a web app that sends pictures or videos along with the transferring of money from one person to another via debit card. The app serves as a more convenient way to gift. (Think Venmo meets Snapchat)
When establishing the brand identity two things needed to be taken into consideration: one, the fact that the app directly involves the customer’s money and therefore needs to evoke a sense trustworthiness. The other consideration is that the app’s primary purpose is gift giving, which made it necessary to elicit lighter, friendlier feelings from the design. Combining these two opposing themes of serious and fun served as a welcomed challenge in developing Caysh’s brand identity.