Make Money Matter

  • Case A brand identity for a startup disrupting banking
  • Client Lunar Way
  • Industry Fintech
  • Year 2017
  • Capabilities Business Design

    Brand Design

A startup set to disrupt the local banking sector, Lunar Way worked with Designit to create a compelling brand identity and value proposition that would resonate with their key target audience, drive growth, and increase conversion rates.


Lunar Way was set on upending the local banking market by offering digital money management that is simple, personal, and purely mobile. Since the launch in 2015, Lunar Way’s evolution has been rapid, however, they found themselves facing several challenges. Due to financial legislation, they could no longer call themselves a ‘bank,’ which posed a serious challenge for all their stakeholders. In addition, their brand identity and value proposition didn’t resonate with key target audiences, affecting growth and conversion rates. They needed a radical change.


Together with Lunar Way’s stakeholders, we created a new brand platform and identity that is anchored in a movement against traditional banks. We developed their core brand assets around the central theme: Make Money Matter. As both a position and a promise to Lunar Way’s target customer, this has now become the company tagline and mantra. We also helped build a library of communication assets that reflect their customers’ favorite fashion and lifestyle brands, so that every touch point is simple and easy to use. 


Since the launch, app downloads have increased 300% – purely within the desired target audience – while the campaign video was viewed over 400,000 times in just two weeks.

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