09 September 2019

Project Info

Brand Identity Design and Case Study for the Cash Out mobile app — GoCash that provides small amounts of cash to people who are in need of them and do not have access to an ATM nearby.


Back in May 2019 I was approached on Dribbble by someone who was in need of a Brand Identity for the app they were about to launch in a couple of months,

After discussing details and determining scope of work we agreed on developing and working on the logo design for the app, which needed to reflect the company culture which was about helping people and making sure they have access to an easy way to withdraw cash from their account, anywhere, fast and secure, cheaper than standard ATM fees.

Here are some shortlisted Sketches from the initial exploration phase

And here is some of the progress and iterations while working on the best options

Presented Option No.1

Based on the elements of Cash + Thunder to accent on the idea
of fast and reliable transactions that GoCash offers

Presented Option No.2

For this proposal I tried to develop a mark that would convey the message
of fast transactions as well represented by folded cash that also make up
an arrow, accompanied by techy colors.

After receiving feedback from the client, we discussed the concepts and agreed
on the fact that No. 2 is the most suitable one but needs to be revised further,

So I have quickly sketched out some ideas that had Concept No.2
as a starting point but in a more simplified version (Left)

In response the client got back to me with an idea (Right) of integrating the
location mark into the money symbol as this is an important aspect of the app
since people who want to withdraw cash will be looking for the closest merchant
store where they can get their desired amount in a few simple steps 

Some progress for this option

Finalised Concept that I have sent to the client

After reviewing the concept with the Location mark and Cash we both agreed it was 
good but it did not translate well enough what the app was about,

So we decided to go back to initially sent Concept No.2 and try to modify it by 
reducing some of the elements for a cleaner look and relying on the motif of
barcode / scan / qr code which is how the users will gain access to the cash,

Here’s how it works:

— Specify the amount needed to be cashed out

— Check the Map for the closest Dispencer ( merchant )

— After arriving at the shop scan the QR code

— Receive your money

Exploring some color options

Final and approved logo version

Brand Guidelines pages where I outline how the logo and identity needs
to be used across a wide range of areas and surfaces

Business Cards

February 2020 Update — GoCash raises $300,000 pre-seed investment