RiseUp brand & visual strategy

In 2023, as Head of RiseUp’s brand design studio, I led an extensive rebranding process, elevating the company's positioning as a global financial wellness brand.

My work involved leading and managing the branding process - analyzing strategy, researching competitors and articulating RiseUp's unique value proposition.

Subsequently, I directed the studio designers and provided art direction in collaboration with a photographer, illustrator, and animator.

RiseUp is a personal budgeting app based in Israel.
RiseUp’s mission is simplifying money for it’s customers.

We make it easy for anyone to enjoy financial wellbeing

With a brand strategy and content by Chris Riley, we crafted a foundational global narrative for RiseUp

Giving the mundane personal finance world a refreshing new feel, that celebrates people, wellbeing and fun

Local goal

Re-positioning RiseUp in Israel as a wellbeing brand

Global goal

Positioning RiseUp as a strong competitor in new markets

Research & concept

If RiseUp had a physical currency, like a bill - what would it look like?

We looked at bills from all over the world and defined the basic guidelines of a bill design.

Than we moved on to creating the RiseUp bill - human, Colorful, communicative and positive

That was the initial grid: distinct yet scalable.

in the second stage, we delved into each of the visual language’s components

Photographic language

We casted real RiseUp customers, and shot them during daily activities, showing real and vibrant moments that connect with good money decisions.
We opted for lots of colour and movement.