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Mockup: the black Simpl brand card floating over a grid of the new line-art and 3D illustrations

Branding · Visual identity

Simpl Rebranding

A full identity refresh for Simpl. It starts with an audit of the fintech space, sets four brand values and a design key, then rebuilds the logo, colour, type, illustration and icon systems, and shows them working in the app and at checkout.

Client
Simpl
Year
2023
Role
Branding
01

What we aren't

A competitor audit to find room the fintech space wasn't using.

Slide: What we aren't, comparing Jupiter, PhonePe and Paytm
Slide: what we aren't, Slice and CRED Slide: what we aren't, Klarna and Bolt
02

What we are

Four values and a design key built on Euclid's shapes and grids.

Slide: four brand values, Minimalist, Modern, Humane and Mindful Slide: Design Key, a 3D composition of grids, rings and hand-drawn doodles
03

Logo refresh

The monogram simplified around its negative space.

Slide: logo refresh with the monogram construction grid Slide: new brand mark on indigo beside the old and new wordmarks
04

Colour

Teal kept as the hero, Tropical Indigo added, and a wider palette to scale.

Slide: Keeping it Green, teal and indigo with tint scales Slide: Tropical Indigo as the secondary colour
Slide: the extended colour palette in six hue ramps
05

Typography

Figtree for the app, Axiforma for display.

Slide: Figtree as the primary app typeface Slide: Axiforma as the display typeface
06

Illustration & icons

Four illustration levels, from line icons to textured 3D.

Slide: illustration system from level one icons to level four 3D
Level three illustration: MEDS made Simpl, line-art pill bottle and capsules on a grid Level three illustration: Checkouts getting long? with an isometric line-art maze
Level four illustration: 3D box, chart, check button and a wallet with a teal toggle
Slide: icon construction grid and duotone icon sets Slide: the redesigned app nav bar
07

Campaigns & social

Ads and posts built from the L3 line art and L4 3D scenes.

Ad: Simpl instead of cash on delivery, a parcel at a 3D doorstep Ad: Simpl Swipe and buy anything, a 3D phone with basket and swipe button
Social media: an Instagram post and two line-art L3 compositions
08

Website

The new homepage, on the grid with 3D product scenes.

Simpl website design: Everyday Made Simpl, Buy anything in 1 swipe, and Meet the champions of checkout
09

App & dashboard

The system carried into the consumer app, checkout and merchant tools.

Old home screen beside the new home screen Slide: old UI beside the new UI with offer cards
UI screens: home, account and rewards Merchant dashboard with business performance and order breakdown charts
Slide: the new app icon in a phone's app tray Slide: Simpl and Zomato partnership with a Simpl Pay Later checkout
Slide: Simpl at checkout and as a pay-in-three option on a product page
10

Brand applications

ID cards, merch, signage and out-of-home.

Brand application: a metro billboard, Everything made Simpl
Brand application: front and back of a staff ID card Brand application: tote bag and mug with line-art patterns
Brand application: round wall sign and a business card

Ready to rethink your brand?

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