Breaking the fintech mould with a brand evolution packed with personality

Ryan Edwards-Pritchard
November 18, 2022

Introducing the new Cape…

Our brand evolution showcases how we boldly do things differently: from the product experience, card, typography, hero palette, and tone of voice.

Kicking off the project, the goal was simple: make Cape more Cape. 

That was easier said than done!

We needed a new visual identity that allowed for more flex in showcasing how we sit at the intersection of payments, software and people. Whilst providing a nod to the evils our customers deal with daily around frustrating paper-based receipt management processes and something that spoke to our purpose of building 'Complete Expense Nirvana'.

So it's pretty cool to see it all come to life.

As always, this was a team sport, so a huge kudos to everyone that's collaborated and worked so hard on this.

The latest brand evolution was recognised at the Australian Design Awards. All the more impressive given we bootstrapped the brand changes with an internal design team rather than forking out big bucks for an agency. 

About the new brand

We have transitioned from a bold palette with a rough and folksy theme to a softer colourway punctuated by a more confident and dynamic personality. Light pinks, steel blues and floral whites are at the forefront, balancing professionalism with retro character.

The Cape app, social content, and website take the essence of the refreshed brand. The quirky hand-drawn character outlines of old have been replaced by sleek lines and curves in the shape of ribbons - or, more aptly, receipts - and the new website reflects this polished update with immersive design.

Overall, the goal of this rebrand was to not only foster a long-term vision and reflect our direction as we expand from 100 to 1000 customers, but also maintain the essence of Cape and its human-centred design strategy.

Ryan Edwards-Pritchard
November 18, 2022