Introduction
YELL is a finance app that brings calm to complexity by uniting payments, transfers, and account management in one seamless ecosystem.
I built a brand that transforms finance from transactional to emotional, creating trust through design and clarity through simplicity.
Year
2024
Brand Values
Trust, optimism, accessibility
Targed Audiance
Money-smart millennials
Brand Expression
fresh, modern, financial freedom
Challenges
The biggest challenge was combining multiple complex features into one intuitive experience while standing out against established players like Venmo and PayPal.
The brand needed to feel trustworthy yet fresh, functional yet emotionally engaging, happy yet serious.
Solutions
A clear, intuitive identity where confidence meets simplicity was created.
The soft purple palette evokes reliability and calm, while rounded shapes and clean spacing ensure visual balance and ease of use. Every detail of the interface was designed to reduce friction and create a sense of flow. Imagery remained light and natural, supported by smooth transitions and minimal layouts that give users mental clarity and control.
By transforming “money transfer” into “I just yelled you,” the brand turned finance into connection, a psychological shift from pressure to participation.
Results & Impact
YELL redefined how users emotionally relate to their finances.
The brand turned control into confidence, creating a user experience that feels secure, empowering, and human.
A visual and strategic foundation was established, positioning YELL as a modern financial companion, not just an app.
The result is a calm, future-ready identity that builds loyalty through emotional connection and functional trust.
Learnings & Reflection
I learned that the strongest brands in finance don’t compete on innovation, they compete on emotional trust.
I realized that simplicity isn’t about minimal visuals, but about reducing cognitive friction. Every decision, from color tone to spacing, contributes to how safe a user feels when handling money. That emotional trust is the real currency of modern branding.
View More.
Liked what you’ve seen so far? Let’s keep going. Here’s what else I’ve been working on.
