Brand identity and launch campaign for Azimo — a $124 million fintech scaleup on a mission to make international money transfers faster, fairer, and more human.
Azimo had built a genuinely competitive product — low fees, fast transfers, broad reach — but their brand wasn’t keeping pace. The brief was a comprehensive identity refresh to match the quality of the experience they were already delivering. Following the rebrand, the company reported triple-digit growth across every metric: transactions sent, gross transaction volume, and revenue.
Articulating fluidity
The rebrand started with research into what actually drove people to choose a money transfer service. Price mattered — obviously — but the more interesting finding was that new customers gravitated toward services that felt fast and frictionless. The design challenge was to make that feeling visible. The solution was a kinetic wordmark and a palette of fluid gradients: a brand identity that communicated speed, movement, and the effortless flow of money from one person to another.
Brand guidelines and rollout
With creative direction agreed, the work shifted to implementation — diagnosing the inconsistencies in Azimo’s existing brand application and building guidelines robust enough to fix them at scale. The resulting framework covered three areas: the digital product, the launch campaign, and marketing collateral. The goal was a brand that Azimo’s in-house teams could apply confidently and consistently without needing external creative support for every decision.
Digital product
Working directly with Azimo’s in-house digital team, a UI palette was developed to carry the new identity into the product itself — ensuring that the speed and clarity of the brand translated into the app experience rather than existing only in marketing materials. The core transaction screens, onboarding flow, and confirmation states were all brought into alignment with the new visual language.
Launching Azimo
The launch campaign targeted Azimo’s largest expatriate market in the UK, running in both English and Polish. The creative idea was built around a simple, human truth: people don’t send money — they send possibility. Each execution led with the reason behind the transfer: “Send money because… Daniela is top of the class.” A real child, a real achievement, a real reason. It reframed Azimo not as a financial utility but as the thing that makes those moments happen — and in doing so, gave the brand a warmth and specificity that no competitor in the category was offering.