Penny rebranding
Meet ‘Penny 2.0’. Penny have found a way to automatically find all your old misplaced pensions and then collate them into one place. An “incredible offering for a generation who change their jobs on average every five years”.
Back in 2021, the new fintech company Penny approached us to create a super playful identity system that would separate them from the very formal visual language common in the financial sector. See the award-winning work we created for them on our website and on Fonts In Use.
Now, after an amazing year of growth and a hugely successful round of investment from Google, Penny came back to us to help them mature the brand with the challenge of helping them take their 10,000 users to 1 million.
Our approach was to keep the ‘coin’ at the heart of the identity and create a familiar feeling visual home, not too far away from the beauty and excellence of Apple, while keeping Penny’s playful spirit.
For the typography, we used a stunning typeface from CoType Foundry: Ambit. An eccentric and unique sans serif inspired by early grotesques, but adapted for the 21st century. It has a distinctive personality and a subtle playfulness, resulting in a logotype full of character while also feeling established.
