Cashee, a digital banking platform based in the UAE and tailored for teenagers across the MENA region, stands out with its mission to equip youths with essential money management skills and enhance financial literacy. Developed in collaboration with The Gradient, the platform underwent a comprehensive brand identity overhaul to resonate deeply with its young audience.

The partnership with The Gradient was instrumental in crafting Cashee’s vibrant visual identity. Embracing dynamic typography, vivid gradients, and bold fonts, the design team aimed to capture a youthful and energetic aesthetic. This approach not only modernized Cashee’s look but also aligned it with the digital-savvy generation’s preferences, drawing inspiration from the excitement of digital realms and gaming culture.

A robust design system was meticulously developed, encompassing digital assets, animations, and strategically planned photoshoots for key visual elements. These efforts were aimed at creating a cohesive brand experience that exuded dynamism and innovation. Central to this identity was the slogan “smart hustle,” symbolizing the platform’s rapid development pace and its commitment to agility and progress.

Recognizing the diversity among its teenage users, Cashee adopted a personalized approach, customizing elements to resonate with each of its three distinct user segments. This tailored strategy ensured that every interaction with the platform felt relevant and engaging, fostering a deeper connection with its youthful audience.

By transforming the traditional perception of banking for teenagers, Cashee aspires to make financial management not only accessible but also exciting, educational, and safe. Through its innovative approach and compelling visual identity, Cashee aims to set new standards in digital banking tailored specifically for the MENA region’s teenagers.