Novi

Project overview

My Role: Brand designer
Timeline: 8 weeks
Industry: Fintech
Client: Facebook
Team: Francesca Greggs (creative director), Chris Villarreal (brand director), Robbie Veltman (producer), Anna Schultz (designer), Alex McNiece (designer), Carlos Lema (designer), Elizabeth Smith (copywriter)

The challenge

Novi was an innovative fintech product, that enables seamless money transfers across its communication platforms.

The logo needed a refresh after Diem was no longer used as Novi’s primary currency. The Diem wave symbol was strongly encapsulated in the original logo. The ask was to evolve the Novi logo to reflect the brand’s ambition of “making money work better for everyone everywhere.”

Concept

We collaborated with AKQA to establish criteria for evaluation: unified concept, recognizable, memorable & powerful, simple & scalable, lasting and inspirational. We also explored the following three territories: energy, global connection and simplify.

Design solution

After much deliberation, the team decided to simplify the Novi logo, while retaining the wave. I was responsible for updating the brand guidelines to reflect these changes.

In the end, Novi was not launched and sunsetted.