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
Complex financial features had to be integrated into a simple, emotionally engaging user experience.
The brand needed to feel trustworthy, fresh, functional, and emotionally appealing to stand out from established players like Venmo and PayPal.
Solutions
Created a clear, intuitive brand identity that conveys confidence and simplicity.
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.
The branding transforms “money transfer” into a human interaction, strengthening emotional engagement.
Results & Impact
YELL improves users’ emotional relationship with their finances, increasing security, confidence, and loyalty
The brand turned control into confidence, creating a user experience that feels secure, empowering, and human.
Strategic and visual foundations position 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
Successful finance brands compete through emotional trust, not features.
Simplicity reduces cognitive friction, every design decision contributes to user confidence when handling money.
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