Kinetic
Identity and app for a bank whose logo never holds still.
Identity and Product
- Client
- Kinetic Bank
- Year
- 2024
- Role
- Brand identity, product design, motion system
- Time
- 18 weeks
- Crew
- 8 people
Brief
Money is usually drawn as something solid. Kinetic wanted it to feel like something in motion, without looking unserious.
Idea
One liquid form that answers to balance, spending and time of day, and appears in the logo, the card and the app.
Build
Eighteen weeks, with the motion system written as code so the app and the brand could never drift apart.
Launch
Cards, app and brand launched together. Onboarding went from fourteen screens to six.
After
New customers found their card in minutes instead of days, and the support team stopped printing the how-to sheet.
- ONBOARDING onboarding drop-off −24% onboarding drop-off
- ACTIVATION card activation in week one 2.6× card activation in week one
- APP STORE rating at launch 4.8 rating at launch
Awards
- Golden Rail AwardsGold, Identity, 2024
- Fieldstone Interaction PrizeWinner, Financial products, 2025
