The only business account you need to go global

For most of my time at Wise, I have been the dedicated B2B Designer for all things creative marketing. I have produced everything from Paid Ads to Sales One-pagers, and everything in between. I also had the privilege of participating in the Wise Business Visual Identity refresh.

Client
Wise

Year
2024 – Present

Role
Design
Art Direction

With
Matt Hauke
Caio Orio
Seren Moon
Joshua Mudrovcic
Madison Corr
Charlie DeGrussa

Strong product.
Weak identity.

The challenge

Wise Business was struggling with a bit of a mini identity crisis. This was because the team had not established a set of core values and and overall tone of voice that could steer all the creative work going out.

So we kickstarted a week-long Visual Identity sprint.

The Audit

The first step was to audit every piece of creative that had gone out to market, and assess what worked and not so much.

Tone of voice

Next, we brainstormed what Wise Business’ Tone of Voice should be, and workshopped it with our Copywriter, to evenutally get to a set of Values.

I then went away, and ideated some concepts using our Brand Toolkit, filtering designs through our new Tone of voice and values.

To resonate with our business audience and bring a more mature, sophisticated look and feel to the brand, we’ve introduced Pistachio Green.

Pistachio will act as our primary highlight colour against Forest Green. We’ll still use Bright Green as an accent colour, just with far less frequency.   We’ve also introduced an ill;ilibrary and restricted the tapestry colours to create a more consistent brand experience.