GCash is the Philippines' #1 Finance App and Largest Cashless Ecosystem
2024 Brand Refresh — Serious Studio as Lead Designer, in partnership with GCash Marcomm
2024 Brand Refresh — Serious Studio as Lead Designer, in partnership with GCash Marcomm
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LOGO
How do we brand the multiple services?
LOGO
How do we brand the multiple services?
To unite all services under the master brand and have a specific execution for our sub-brands or products while keeping consistency.
SOLUTION
Simple and Straightforward, Compact and Cohesive
Simple and Straightforward, Compact and Cohesive
An effective lockup solution that draws emphasis to our main GCash logo and retains consistency in through a clean, tight right-aligned sub-brand or product application.
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GCASH BLUES
How do we make better use of the GCash blues?
GCASH BLUES
How do we make better use of the GCash blues?
Our current blues, GCash Blue paired with Royal Blue and Light Blue, has served the iconic identifiers to the brand. Through the years, we found while keeping it to three blues makes for a compelling color story, it lacks the range and depth to reflect how much the brand has shifted and grown in its offerings.
SOLUTION
Blues made for better and best
Blues made for better and best
Along with our classic blues, we’ve introduced new hues to revitalize the brand's visual identity, making it more dynamic and relatable to the modern user.
Our new shades come with two dark shades, Navy Blue and Black Blue, and one light tone, Powder Blue.
The graphic above sets the brand up for a bright and light color palette, with the GCash blue as your primary main setting and the powder blue as your secondary main setting.
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ADDING WARMTH
How do we make our brand fresh and exciting?
ADDING WARMTH
How do we make our brand fresh and exciting?
The fintech industry looks all the same—a striking primary color paired with a black or a white. It's a standard, formulaic application that is proven to have worked, however its repetition and clarity lacks sound and soul.
SOLUTION
A light and bright future that's warm and captivating
A light and bright future that's warm and captivating
GCash has already established itself as secure and trustworthy. The next step is to be reliable and confident in taking you to the journey of financial progress. The Serious team thus introduced cream as an alternative to white. Cream adds a warm element to GCash, crafting an optimistic and encouraging visual tone to the brand.
COLOR COMBINATIONS
Our personality is bright and light, and so are our backgrounds.
Our backgrounds are best paired with colors that contrast with them.
Our backgrounds are best paired with colors that contrast with them.
COLOR GRADIENTS
We used our background colors and applied them as gradients with the following adjectives in mind:
We used our background colors and applied them as gradients with the following adjectives in mind:
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ADDING BOUNCE
How do we make our brand fresh and exciting?
ADDING BOUNCE
How do we make our brand fresh and exciting?
System fonts have served the brand well but we found that it was time for a look that reads with care and enthusiasm. We wanted a font that had fun movement within the letters because money moves and so should we.
Samples executed by the GCash team
SOLUTION
A typeface that's g for everything
A typeface that's g for everything
Inspired by the roundness of the GCash logo, we updated our brand typeface into a rounded sans font with a joyful yet professional build. The new typeface combines modern design and readability, with unique characteristics that enhance GCash’s presence, innovation, and security.
ABOUT
As the Philippines’ #1 Finance App, GCash is taking a step further in their mission to turn small moves into big wins through a brand identity refresh. In collaboration with the GCash's marketing communications team, we refined their logo use, color palette, and typography system to reflect how they've grown since their 2019 rebrand with Serious.
BRIEF
Simple and straightforward, fresh and exciting — How do we future proof the GCash brand?
APPROACH
I led and collaborated with a team of designers while working closely with the GCash team to refine their brand identity. Our brand refresh focused on small yet impactful changes—enhancing clarity, ease, and perspective through an updated logo lockup, color palette, and typography.
— Established consistency in GCash’s sub-brand and product labeling with a refreshed logo lockup.
— Expanded color palette, adding deeper blues for versatility and cream for warmth—a fresh take in fintech.
— Introduced a rounded, bouncy typeface, replacing the systemic sans to reflect GCash’s joyful yet reliable tone.
— A subtle yet essential refresh, positioning GCash for 2025 and beyond, aligned with evolving audience needs.
2024 — Serious Studio as Lead Designer, in partnership with GCash Marcomm
Project Team
Project Team
Lead Designers
Angela Chua and Macy Escay
Angela Chua and Macy Escay
Lead Strategist
Ella Rivera
Designers
Denise Borja, Paolo Geronimo, Lorenz Raymundo, and Charles Yu
Project Manager
Mayee Gonzales
QA
Lester Cruz
Ella Rivera
Designers
Denise Borja, Paolo Geronimo, Lorenz Raymundo, and Charles Yu
Project Manager
Mayee Gonzales
QA
Lester Cruz
