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
NEW LOCKUP
Simple and Straightforward, Compact and Cohesive
Simple and Straightforward, Compact and Cohesive
NEW BLUESHow do we make our brand fresh and exciting?
Along with our classic blues, we’ve introduced new hues to revitalize the brand's visual identity, making it more fresh, dynamic, and relatable to the modern user.
NEW COLOR
A light and bright future that's warm and captivating
GCash is secure and trustworthy, the next goal is to lean on reliability and confidence. Cream serves as an alternative to white, adding warmth to the brand.
NEW 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.
NEW GRADIENTS
We used our background colors and applied them as gradients, centering on four principles.
NEW FONT
How do we make our brand fresh and exciting?
Inspired by the GCash logo, we updated our brand typeface into a rounded sans font with a joyful yet professional build, enhancing GCash's presence, innovation, and security.
Samples executed by the GCash team
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 Design by Angela Chua & Macy Escay
Lead Strategy by Ella Rivera
Design by Denise Borja, Paolo Geronimo, Lorenz Raymundo, and Charles Yu
Project Management by Mayee Gonzales
QA by Lester Cruz
