Fintech
Brand Identity
Web
Motion
Video
Photo
THE VISION
Fruitful is a value-aligned alternative to traditional banking, focused on the personal connection between the Member and their Fruitful Guide – a personable, and certified, financial professional who sets up your automated financial ecosystem called the Money Map.
BRAND LANGUAGE
We wanted Fruitful's brand language to feel friendly and fresh, approachable but still trustworthy. Through the use of balanced typography, motion, and brightness, we developed a brand that our Members love.
THE LOGO
Fruitful's logo, Buddy, represents growth, friendliness, and the promise of a more abundant future.
Buddy has charm, wit, and earnestness.
ILLUSTRATION
Fruitful worked with illustrator and cartoonist R Kikuo Johnson to develop a ligne claire style with flat color, bold lines, and bright palettes to create a surface area for storytelling, trust-building, and to invoke some nostalgia for a demographic that appreciates a playful, yet mature style.
EXPLAINER VIDEO
Produced entirely in-house, this explainer video lives on our current homepage to provide a short introduction to the Fruitful offering.
GUIDE CONTENT
The abstraction of value in money can lead financial brands to feel cold and calculated. We wanted Fruitful to feel warm, human, and approachable.
It was important that we showcased our Guides in a way that allowed a rapport to develop between Member and Guide before they even met.
ADS
In our ad space, CPC and CAC are higher than other brands, which forces us to optimize for growth and creative volume. We test hooks and messaging ruthlessly, and leverage remote recording to keep creative cost down.
MEMBER CONTENT
We heard from our Members that they appreciated that their Guides felt like people they already knew. We believed that we could further make the connection by showing that our Members were just like them, too. All content was produced, edited, and directed in-house.
PRAISE FOR THE BRAND
The direct and immediate feedback Fruitful gets from its Members is the most rewarding part of the job for the team. Here are a few nice things they've said about the brand.
Unique ad assets created
Members moved their direct deposit to Fruitful
In monthly Member card transaction volume
Direct deposit acquisition cost
