Venmo Rebrand
A reimagined identity for the popular payment service.
Venmo felt like a run-of-the-mill finance company with a random social media component, but I rebranded to make Venmo feel more relevant and available to users in multiple ways, not just paying your friends back. I wanted to emphasize their brand characteristics and re-establish their value to the consumer.
Research
To start off the project, I decided to do research about their users, objectives, and values. I gathered most of my research from secondary sources online, however, I also did some in-person interviews with consumers to get a feel for how they perceived Venmo as a brand and what they like and dislike about it. I then put it all together into a brand positioning statement.
Initial Designs
The first part of Venmo that I started to redesign was the logo. I sketched on paper and digitally and tried to go in multiple directions with my logo ideas.
After receiving feedback from my peers and professor, I decided I wanted to go with the direction on the right. I liked the idea of an alpha glyph that had the letter V and looked kind of like a wallet on its side.
I also created a moodboard to show how I wanted the new logo, identity system, and brand communications to look and feel.
Final Product
The Challenge
To make Venmo feel more relevant and available to users in multiple ways, not just paying your friends back. I wanted to emphasize their brand characteristics and re-establish their value to the consumer.
The Solution
While keeping in mind Venmo's characteristics as a brand: efficient, convenient, sleek, and secure, I created a new visual identity and branding strategy to help keep Venmo relevant and interesting to consumers.
Brand Identity: a new look
After weeks of iterating, a new logo, secondary identity, and color scheme took form.
Secondary Identity
Color Scheme
Brand Communications
Print Materials
After creating the identity system, various communications materials were created, including business cards, letterheads, and envelopes.
Physical Materials
Along with the print materials, I also decided to re-design the Venmo debit card. My goal was to make it look sleek, modern, and secure. I wanted these cards to be something exclusive- a commodity for users.
Web/Mobile
Of course for a company like Venmo, the digital design and functionality is the most important part. If the interface is not easy to use, consumers would stop utilizing Venmo as a payment service. After the new brand identity was created, I decided to re-design the app and change up their website to be more cohesive and easy to use. Currently, the Venmo website is just informational about the app; I wanted to change that to give the website the same capabilities as the app as well.
Out of Home Ads
After rebranding this well-known company, I also decided to create an ad campaign to showcase the new identity and show users how simple, easy, and quick it is to use the service. I created a bus station ad, billboard, train/bus banners, and a poster series to showcase the new campaign.
© 2019 Annalisa Baranowski