MyTheo

Overview
MYTHEO is Malaysia’s localized version of THEO—Japan’s pioneering robo-advisory platform launched in 2016 by fintech company Money Design. With the aim of introducing THEO’s smart, algorithm-driven investment platform to a new Southeast Asian audience, our team was tasked with building the MYTHEO brand from the ground up.

The Brief
Our goal was to rebrand THEO for the Malaysian market under the name MYTHEO. The deliverables included a complete corporate identity (CI) guide, a responsive website, a mobile app interface, and integrated social media visuals. We needed to position MYTHEO as a fresh, trustworthy, and accessible investment platform for a generation driven by purpose, lifestyle, and self-empowerment.

The Challenge
How do we make investing feel meaningful and engaging to a generation skeptical of traditional financial institutions?
We realized that for this audience, investing must be tied to purpose. By highlighting how smart investment strategies can enable users to live freely and intentionally, we reframed MYTHEO as not just a financial tool—but a lifestyle enabler.

Visual Identity
We developed a brand identity that softened the rigid perception of fintech.
1. Warm, approachable hues were introduced to balance THEO’s original brand blue, creating a sense of friendliness and trust.
2. The typography system featured clean sans-serif fonts to maintain clarity and modernity.
3. Graphic elements used the new MYTHEO logo subtly throughout the interface to reinforce visual continuity without distraction.

UX/UI Approach
Our design philosophy centered on clarity and approachability.
- The app and website layouts were intentionally minimal to reduce cognitive load, especially for first-time investors.
- We implemented strong information hierarchy and visual grouping to help users navigate financial concepts with ease.
- Consistent visual pacing and generous white space ensured the platform felt unintimidating and digestible, aligning with MYTHEO’s goal to demystify financial planning.

Outcome
The rebrand and product design launched MYTHEO as a humanized fintech brand that speaks to a younger, more skeptical generation. By anchoring the experience in clarity, warmth, and purpose, MYTHEO was able to attract first-time investors with confidence and ease—bridging the gap between technology and trust.