Wise

Rebuilding a Digital-First Banking Brand for Modern Small Business

The objective was to rebuild the brand from the ground up for a digital-first banking and payments platform designed for modern small businesses. The challenge was to create a brand that could operate seamlessly across financial infrastructure, product UI, and customer-facing experiences. One that signaled trust, speed, and clarity in a category traditionally burdened by complexity and friction.

Approaching the work through a product-led brand and UX strategy, we aligned the identity system with core user workflows such as onboarding, money movement, invoicing, and account management. The brand was designed to function as an operational layer of the product, reinforcing confidence during high-stakes financial actions while remaining approachable for everyday business use.