Venmo

Brand Strategy, Identity, Digital, Print, UX/UI, Spatial
(Concept Project)

Let’s admit it. Young adulthood is confusing. For a majority of Venmo users, they recently graduated college, feel like they’re simultaneously job searching and soul searching, or adjusting to the real world. The last thing they want to deal with is a payment platform that’s confusing and uninspiring. It needs to be more than a payment platform.

The new brand identity for Venmo needs to be their muse, guide, and friend throughout their journey of “adulting”.

This is Mo

By creating a face to the brand, Venmo becomes more personable to their audience. Mo symbolizes the friend that supports and encourages you to stay on track with your finances. Like his bird qualities suggest, he’s here to make sure you fly high with Venmo and your lifestyle.

The redesigned app caters to the young adult demographic by allowing users to customize their home page and allow easier access to GIFs. To enhance their personal finance literacy, users can access Schedmo to schedule reoccuring payments and categorize their spending habits in a redesigned Transaction History.

Creating a Venmo Culture

Whether you’re in the workspace, grabbing a cup of coffee, or figuring out tomorrow’s outfit, Venmo is there to help you. Their new identity has created three subbrands to position Venmo not only as a payment app, but also as a culture.

Officemo is both a working space for remote workers and freelancers and also an office supply store. The space includes workshop classes on “adulting” tips and tricks to cultivate a practical way for participants to develop their personal finance and learn from others in smaller groups.

Through case studies and interviews, it was apparent that Venmo’s current social media feature was ineffective. Cupmo accentuates their social features outside of the phone screen by serving as a networking café for young professionals to connect, collaborate, and learn about people in various fields.

There’s no better way to connect to youth culture than through fashion. Rather than relating to finance, Shirtmo is an apparel line that, like the other subbrands, continues to portray Venmo as a company that is relevant to youth culture and makes sure the youth knows that we’re speaking their language.

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