RiseUp brand & visual strategy

Visual strategy, Branding, Art direction

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, in collaboration with brand designer Alma Neeman.

Crafting a new visual language for the brand was a collaborative effort. I worked hands-on on design and art direction while directing and collaborating with a team of 2 studio designers, a photographer, videographer, illustrator, and animator.

RiseUp is a personal finance manager app. It’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 personal finance world
a refreshing new feel, that celebrates family life & wellbeing

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.

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.

Photographer Ella Svardlov-Keren
Videographer Amit Neeman

Shapes & Cutouts

We created soft-edged shapes for use in the product, allowing product designers to easily add color and movement.
We also developed a cutout language - specifically to bring the product to life with visuals and icons that add vibrancy, in places where customer photos aren't used.

Illustration

We needed illustration to convey abstract ideas like growth, stepping up and more. Since the visual language was rich in color and imagery, We opted for one-color doodles that will add a whimsical touch and a sense of movement.