New Studio’s identity for digital bank Good Money avoids any association with high-street banking
Working on everything from positioning and strategy to programming and app design, multinational collaborative practice New Studio have avoided any association with typical high-street banking in Good Money’s subversive identity. Vibrant in colour, character and charisma, New Studio opted for a feel-good tone of voice, led by the strategic notion of ‘goodness’ and the exclusively sustainable, forward-facing and environmentally-focused investments made by the bank. Although the company sadly dissolved before launch, New Studio’s Axel Peemoeller tells us of the project’s provocative output.
“We were looking for a very particular style, 80s-90s surf-skate style,” Peemoeller recalls, discussing New Studio’s collaboration with illustrator Cristina Daura, who produced Good Money’s electric imagery. “We wanted to work with an illustrator who has their own unique style,” he continues, “someone who we do not need to tell what we want but who gets it and takes it to another level,” swiftly landing on Daura as their first choice. “Rita (Matos) had a crush on her work so we reached out and she was thrilled,” Peemoeller adds, “that energy we always love to have on projects.”
Daura’s positive, outlandish energy found companionship in Good Money’s equally ecstatic colour palette. A collection of vibrant hues inspired by risograph printing. “The whole strategy boiled down to the word ‘GOOD,’” Peemoeller remarks, “and we wanted to create a brand that’s fun and makes you feel good, happy and joyful,” successfully finding the balance between bright, evoking and understandable. This sense of balance was again matched in their typographic choices, opting for Dinamo’s pragmatic sans serif ABC Diatype as the hero typeface. “We reached out to our friends at ABC Dinamo for something new, something clean and simple,” Peemoeller concludes, “Diatype is just a perfect typeface; no matter how badly you set it still looks great.”