Wise. Identity by Ragged Edge
Wise. Identity by Ragged Edge
Wise. Identity by Ragged Edge
Global – Foreign exchange fintech Wise has been rebranded to reflect its global outlook.
The World’s Money is the guiding principle of the company’s recent visual overhaul, which aims to remind consumers they can use Wise financial products anywhere in the world.
The company partnered with creative agency Ragged Edge to update its look and sensibilities. A vibrant green colour palette replaces its signature blue, moving it away from the favoured hue of most financial institutions. The Wise word mark and fast flag icon have been made bigger, bolder and more legible. A set of graphic tapestries referencing currencies worldwide have been designed to be immediately recognisable in advertising and across Wise’s platforms.
Launched 12 years ago as TransferWise, over 16m people and businesses use Wise’s service today. Unlike bank services, the company positions itself as a fintech disruptor, offering consumers quicker and cheaper access to multiple currencies. By affirming that global financial services can be made more personal and accessible, Wise embodies the wave of fintech disruptors we highlighted in Affirmative Banking.
Strategic opportunity
Fintech can be fun. A bold, declarative and to-the-point graphic identity can help consumers identify how your services can serve them
