PocketCFO is an app that provides small businesses with a simplified financial system that gives them personal insights and financial forecasts. Because finance can often feel intimidating and dull, our goal was to create an approachable and feminine identity.
We decided to incorporate leaves into the branding to represent good fortune and prosperity. This concept was inspired by traditional money trees in East Asian culture. In order to avoid seeming like a skincare or organic food company, we used out-the-tube greens and blues.