CASH APP

Bank the way you want

Trusted global lifestyle digital wallet

Working with the Cash app start-up team as their product partner, build a universal mobile financial service brand and platform from 0 to 1 as aspirational, simple, and human-centered for the ASEN urban millennials, rural unbanked, and merchants.

Challenge

Digging deeper into the ASEN customer segments’ money mindset, decision-making, and lifestyle patterns with customer interviews and field research. We concluded the brand and product need to focus on security, personalized, inter-connected, and intuitive in order to gain greater growth.

Insight

At the very beginning, our brand and product teams examined the brand value, message, narrative, and key visual assets with the customer segments. We went through multiple revisions and research steps to construct the live brand elements and product design system.