MoneyMe is an ASX-listed digital lender and one of Australia’s most recognisable non-bank challengers.

Engaged to lead and revitalising MoneyMe’s brand framework, visual identity, personality, and architecture, with the explicit aim of making it more elevated, dynamic, and representative of the experience they deliver. The work included strategy, brand system design, naming refinements, rollout planning, and art direction across all channels, from digital platforms to campaign production.

The project extended beyond design into creative direction and campaign execution, producing a series of high-energy television commercials that brought the new brand to life. This included managing talent selection and casting to ensure the faces of the campaign reflected the diversity and forward-thinking mindset of MoneyMe’s audience. The result was a cohesive creative ecosystem where every visual, voice, and motion cue worked together to express this idea.

The result was a transformation that was sharp and deliberate. A bold new identity was introduced with angular forms, a charged colour palette, and motion-driven layouts that captured a sense of energy and innovation, and create a clear differentiator in market. Supporting this was an extensive design system, from iconography and digital UI to hero imagery and type. All elements were considered and acted upon, and gave the brand both consistency and adaptability across all customer touchpoints.

The rebrand has since become the foundation of MoneyMe’s broader communications and marketing strategy. Rolled out across web, app, outdoor, and broadcast, it’s strengthened brand awareness and helped solidify MoneyMe’s position as a contemporary, confident, and trusted financial partner for the next generation of Australian borrowers.