Moniflo – Make your money matter

Moniflo is a fintech startup headquartered in Luxembourg, launched in Germany and France, with the rest of Europe coming up. With a long history in the industry, the founders wanted to create a service that really takes sustainable investments seriously and centers the entire experience around the UN's Sustainable Development Goals (SDG). The target group is long-term, young investors who value sustainability – those who want a safer position than the uncertain crypto market, and have no interest in following the stock market closely; "the value-driven investor". With the service's central focus on sustainable investing, we explored flowers and natural growth as a metaphor. The flower metaphor is used figuratively throughout the identity. A generative flower bed is central to the solution itself. This grows in step with your investments, and takes shape into a flower meadow. The design of the flowers are spirograph drawings inspired by the Guilloche pattern used as security in banknotes – from which the color palette also originates. With a stated desire to be a meaningful challenger in the financial world, we shaped a typographic expression inspired by activism and clear, short messages. At the same time, the typography has a technical touch which makes it suitable for presenting numbers and data. The service is for the everyday investor – which compelling photography and communication help convey.