Founded in 2018, Fluz is a fintech app that combines a loyalty program, banking features, and social networking to offer cashback on everyday spending. With partnerships with over 600 major U.S. retailers, services, and brands, Fluz users earn rewards and cashback on their purchases. The app’s collaborative earning feature allows users to invite friends and receive a percentage of their friends’ cashback, boosting overall earnings. Recently, Fluz introduced a new identity designed by Koto to attract a youthful demographic aged 18-32.
Koto’s rebranding effort aligns with the strategic shift towards a younger audience. The new identity, centered around “Life on Max,” embodies the belief that Fluz empowers users to maximize their money, making financial opportunities accessible to everyone. This vibrant and inclusive universe combines financial transactions with community engagement, enhancing collective earnings.
The new logo is a bold wordmark for character and instant recognition. Its extra bold, quirky, and curvy design features dramatic ink traps, adding a playful yet sophisticated touch. The super tall x-height and short ascenders contribute to its distinct look. While the previous logo included a sparkly icon, the new logo opts for a streamlined and impactful design emphasizing the brand’s energetic and modern ethos.
The color palette is dynamic and vibrant, featuring bright, engaging colors that capture attention and convey the brand’s lively personality. This palette is used consistently across all brand materials, ensuring a cohesive visual identity that resonates with the target demographic.
Illustration plays a significant role in the new brand identity, serving as a gateway to Fluz’s surreal universe. The illustrations feature everyday objects and scenes with a fantastical twist, embodying “Life on Max.” These eclectic illustrations highlight the purchasing power unlocked by Fluz, adding energy and dimensionality to the brand’s visual language. The illustrations are paired with gradients and 3D elements in a surrealist style, creating immersive visuals.
Another core element of the brand is photography. It celebrates the diverse community and business partners while bridging fantastical worlds with relatable reality. The brand showcases real individuals and businesses in captivating settings, resonating with the audience’s aspirations and emphasizing empowerment and motivation.
Typography is crucial in shaping the brand personality. The primary typeface, Greed Condensed Semibold, is used for headlines, sub-headers, and calls to action. This playful typeface captures the energetic essence of Fluz’s messaging. Greed Condensed Semibold’s “powered up” version amplifies communications, making them more dynamic. The secondary typeface, Area, prioritizes readability, ensuring clarity across all communications.
The new identity features a comprehensive visual language that is both bold and engaging. The spot 3D illustrations are dynamic, with elements spinning, flying, and shifting through bursts of color gradients. This approach keeps the visual identity fresh and engaging, holding the audience’s attention.
Fluz’s new identity is a bold statement that aligns with its mission to make financial opportunities accessible and engaging for a younger audience. By centering the brand around maximizing money and enhancing community engagement, the company is well-positioned to attract and retain a youthful demographic. The updated logo, vibrant color palette, engaging illustrations, and dynamic typography create a cohesive and compelling brand identity.
