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MONAVATE: DISRUPTIVE GLOBAL REBRAND, WEBSITE & LAUNCH
Key Results
0-6,000 page views per month, in the first six months of being live
Social analytics show that interaction with the brand in the first year of launch was higher than anyone else in Monavate’s competitor set, despite some of these being major institutional players
1.5m cardholders served within first year of operation
Credits
Creative Director: Mario Mejia
Hotwire
Date
August 2020
The brief
Monavate was established to demystify financial complexity and make the world of fintech accessible to everyone, providing BIN sponsorship and a "first of its kind" global, unified, and human-engineered payment solutions platform. Partnering with the leadership team, Lucy led the creative strategy to define Monavate’s core DNA and conceptualize their market-disrupting positioning: “A new breed of global payment solutions.”
The challenge
The fintech and payments sector is notoriously oversaturated with sterile, product-first branding that alienates potential clients with dense jargon and uninspired visuals. Monavate needed a premium visual identity that communicated institutional-grade credibility and massive global scale, while remaining deeply human, accessible, and radically distinct from traditional corporate payment processors.
The solution
Lucy designed a contemporary yet timeless brand ecosystem that balanced structural authority with dynamic, human-centric design:
THE UNIQUE EMLEM Created a highly distinctive, fluid central emblem that signifies momentum, connectivity, and movement. Strategically designed as a visual "window," the asset allows clients to literally and metaphorically envision their own future products through Monavate’s platform.
HUMAN-CENTRIC VISUAL SYSTEM: Developed a cohesive visual language, typography framework, and colour palette that translated complex payment tech into an approachable, visionary narrative.
SCALABLE BRAND ARCHITECTURE: Built a flexible design system engineered to adapt effortlessly across digital product interfaces, global marketing campaigns, and corporate collateral, anchoring the company's long-term commercial goals.
This rebrand completely disrupted a product-centric industry by leading with purpose and human engineering. The new identity was met with exceptional market reception, providing a scalable design architecture that supported rapid company growth far beyond all pre-defined targets – positioning Monavate as a legendary, category-defining force in global fintech.
