Breaking the fintech mould with a brand evolution packed with personality
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 The quirky hand-drawn character outlines of old have been replaced by sleek lines and curves in the shape of ribbons - or, more aptly, receipts - and the new website reflects this polished update with immersive design.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.
We have a solution to meet your needs today and as you scale and grow.
*Standard Credit Terms
Your credit limit is subject to credit approval. FX fees are free on foreign currency transactions up to $50,000, but this limit varies depending on your plan. Plans start at $8.99 per month and vary depending on the size of the facility you have and the features you use. By expressing interest, there is no guarantee that you will be approved for a corporate credit card.
Acknowledgement of country
Cape acknowledges the deep connections of Aboriginal and Torres Strait Islander communities to Country. We pay our respects to the Traditional Owners of the lands of our team and customers across Australia. We recognise the continuing contributions of indigenous communities in Australia and around the world. We pay respect to all Aboriginal and Torres Strait Islander Elders, both past and present and are committed to continually learning from these powerful traditions as individuals and as a wider team.
Cape is a trading name of Cape Pty Ltd. We are registered in Australia (Australian Business Number 83 654 770 199). Our registered office address is ACS Harbour City Labs, Level 27, Tower 1/100 Barangaroo Ave, Barangaroo, NSW 2000