Case Study


Logo development and collateral design for the CashFreely personal finance card site

CashFreely helps regular people maximize their cash back earning so it can help them with their short and long-term goals. Whether your travel goals are reconnecting with loved ones or going on a dream trip, I want to help you achieve them. We all deserve to travel and my hope is to help you say yes to travel without sacrificing important needs at home.

Design Process

We started with initial intake survey that was shared with the CashFreely team to help us understand their brand in more depth, learn more about their audience and competition. We identify keywords and areas for research from their response.

Mood Board/ Style Scape

After taking into account our initial findings from intake survey we built a moodboard that captured our research and inspirations to inform our initial concepts.

Initial Ideation

We created a diverse option set of concepts that were informed by our previous research. We did a few rounds of iterations on the concepts that the client gravitated towards the most.

Logo Finalization

After a few rounds of feedback we finalized the logo and refined it to work across multiple mediums. We also built all the complementary elements such as type recommendations, color palettes and a full brand guideline for further use. We also included Sample mockups of all recommendations so the Cash Freely team can have a visual samples to react to. We further went on to develop designs for their social media, digital/ google ads, blog post images etc.

The CashFreely Logo

The selected logo option was based around the concept of freedom which is represented by the bird that is also highlighted in the logo mark. The logotype shows the bird getting free and flying away to represent the brand CashFreely which also teaches its audience how to maximize on cash back earning to avail short and long term goals. 


Minimal Design

Responsive Design

Creative Concept

User Experience & User interface Updates

We made updates to the existing UI for the CashFreely app, based on the new branding prioritizing the user experience and ease of use for all users. We also identified problem areas and suggested solutions that will help in improving the user expereince of the overall application.

Digital/ Social Designs

We created a wide variety of digital collateral ranging from social media designs, Digital and good ads, Social covers, Call to actions, Blog post covers etc.

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