Casha is a startup platform that seeks to serve users in the informal gig economy with its ambitious vision to catapult the BOP (beyond the pyramid) population to the mainstream financial ecosystem. The team’s mission is to create a platform that simplifies banking to the minimum lowering the barrier of entry for users in the informal gig economy, the drivers, farmers, merchants, mechanics and traders.
The brand mark is a combination of a modern wordmark with a curvy feel that’s convenient to the eye and creates a soft appeal paired with a memorable & iconic symbol that was inspired by the exclamation mark. One, that stimulates excitement The edges in the wordmark of each letters are rounded depicting the brand persona as fun and lively, personas which we found through research appeals greatly to the target market. Overall, the combination mark conveys convenience, fun and all round inclusivity.
The brand pattern was inspired by the overall vibe of the brand identity, we wanted to spread the energy around to the design systems, hence the replication of the symbol to form a repetitive pattern. They were intentionally placed and spaced to elaborate convenience.
Deliverables
Brand strategy, brand identity, marketing collaterals, corporate stationeries, messaging.