Foundry Payments was developing an app to bring a mobile payment system to college campuses and institutions. Their goal was to replace outdated meal cards. This app would also allow for a rewards system for use with the mobile wallet. Not only did we create a visual identity, but we also named the product!
Foundry Payments needed to pitch and sell their new app solution to campuses and institutions. This product was mainly a B2B effort but the brand also had to appeal to consumers, build trust, and make the app feel secure, friendly, and easy to use. All of this was taken into consideration when conceptualizing names and logos. Below are several of the options we presented.
Based on the selected name, we explored many logo marks. The marks needed to represent the name, be unique, ownable, and work well as a small app icon on a phone home screen.
Based on the selected direction, we created a brand guide, supporting visual assets and messaging. Clean and minimal assets and palette for B2B audiences and diverse, bold energy for consumer-facing content. The variety of color treatments represent the idea that Trove allows users to "Pay Their Way" and make the app and rewards their own experience.
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