MyTheo

MYTHEO began in Japan at a fintech company called Money Design. In 2016, Money Design launched the very first robo-advisory service (“THEO”) in Japan, under the regulation of the Japan Financial Services Agency.

The brief was to rebrand THEO for the Malaysian target audience as MYTHEO and to develop a CI guide, website, mobile app, and social media deliverables for MYTHEO’s emergence into the Malaysian market.

The problem-
How do we bridge the gap between an experience-driven generation and the real need to ensure their financial future is taken care of?

By realizing that the reason for investing matters as much as investing itself. Because a purpose-driven generation needs a strong reason to believe that investing is the better option for their financial future. The old-school method just doesn’t cut it if they want to live the life they truly want. And we do that by appealing to their core motivation; to live fully, purposefully, and in the moment.


The visual identity
We crafted a brand identity for MyTheo that was approachable, vibrant, and transparent. Based on the target audience, young investors need a way in to the world of financial technology that isn't dry and intimidating. By using warm colours together with Theo's original blue, we standardised the visual identity with clean fonts, warm hues, and the subtle use of the redesigned logo in the background.

UX/UI Considerations
During development, we took special care to think about how to best present information in a way that doesn't overwhelm consumers. By paying attention to information hierarchy, clean organization and minimal information clutter, we were able to simplify the overall visual flow and keep the layout uncluttered.