Evolving a mission-driven fintech for the future
Airtm is the world’s most connected digital wallet. Founded in Latin America in 2015, the brand pioneered a groundbreaking proposition: a digital dollar account and market for people grappling with the impact of economic instability and hyperinflation.
As their mission to provide financial freedom to more people across the world grew, Airtm introduced an account that can receive payments from anywhere in the world and the ability to transfer money into digital dollars. Airtm has expanded people’s ability to work and earn internationally, without the restrictions of their local economy or opportunities.
They needed a brand that aligned with their vision for a fairer future and that could encapsulate their ever-growing vision of the future.
Our cohesive brand strategy unites the brand around a central idea that represents their vision of access to a fairer future for all: Liberate Potential. This becomes the foundation for the brand across the entire brand experience.
Our distinctive new brand shows the world that, through Airtm, people are able to unleash their global potential.
RUBEN GALINDO STECKEL
At the heart of our brand is the logo, the Airtm prism. The prism both conceptually and visually inspires our whole brand world and exudes the notion of liberated potential. The refraction of light represents the idea that possibilities can be magnified through Airtm and this is captured within the wordmark – the crossbar of the A illustrating the beam of light breaking through the prismic form.
Our photographic art direction, shot with Colombian photographer Mauricio González in collaboration with David agency, brings refraction behind the lens to create a distinctly Airtm look for the brand. Meanwhile, we have an extensive suite of 3D prismic textures, boldly and vibrantly representing our prism throughout all communications.
Through our tone of voice, Airtm encourages users to take control, using language that inspires and challenges. The design detail in our logotype naturally extends into our custom icon suite to give a sense of prismic beams of light. Our illustration style continues the prismic refraction idea with a series of custom illustrations, bringing a human touch and a sense of warmth to the digital product experience.
Airtm’s distinctive new brand encapsulates their ever-growing vision of the future. By galvanising their internal team and supporting their growth across existing and new markets, Airtm is now able to reach millions more people who need them.