ABOUT

The Smart Money People platform, and the better financial decisions it enables, are powered by 1m+ reviews. These insights, comments and experiences from real people sit at the heart of the business and its benefits. We set about developing a fresh new visual identity for Smart Money People that better reflected this.

The new logo features a rounded and friendly font to reflect the humanity at the centre of the platform, linking the ‘n’ to the ‘l’ demonstrates the connecting of money and people and the icon represents multiple reviews.

To go along with this we created a fresh and vibrant new colour palette, a friendly new font and a hero visual representation of the 1m+ reviews called ‘The Smart Cloud’. The Smart Cloud is made up of many individual spheres – signifying the reviews – that work together to better inform the decisions of consumers and businesses. It sits at the heart of the new brand, with purpose, to stand them apart from the crowd.

Alongside the core brand, we pulled the visual language through to the awards bodies run by Smart Money People creating a consistent suite of brands.