Art direction (Illustration)
Kanbee was stuck. They had won substantial seed round funding for their unique personal budgeting app, but their name trademark was being challenged a few short months before launch. Working with Cōlab, they quickly pivoted. First by solidifying their brand purpose and story, then developing a memorable new name, Mooch, that alluded to how the service worked (it “mooches” your money to help you save).
Appealing to the sensibilities of their Gen-Z target audience, Cōlab developed a striking new brand identity that stood in stark contrast to other finance and budgeting apps. Through a playful logo and energizing, bold colors, Mooch invites customers to put your bills on autopilot. Our lava lamp inspired graphics give the system a feeling of constant motion, helping consumers visualize the cyclical ebb and flow of budgeting, saving, and eventually withdrawing.
Collaboration at its finest
Special thanks to the Mooch team:
Richard Velasquez and Kevin Jiang: Cofounders
Rina Takikawa: Lead Product Designer
Bryn Edwards: Marketing Lead
CōLab team: Brian Wakabayashi, Kyle Macy, Gretchen Klotz, Mishaal Abbasi, Salih Abdul-Karim, Jason Mamaril