YAP - brand identity

We worked on YAP brand identity. YAP is a mobile app dedicated to millennials which offers different possibilities of mobile payments, from buying directly in shop, to ask and send money to friends, to purchasing online. Our project started from the logo design and then it developed to the creativity of the whole brand identity.
YAP idea is to make the payment experience pleasant and satisfying. The project was guided by the following keywords: energy, comfort and independence. The tone of voice has been shaped on the target, making it different from the other payment apps. Every single visual element has been studied so to be the most effective on recognizability and coherence.
The color palette, able to characterize the whole identity, has been taken from the blurred circle of the brand signature. This circle actually became a primary element of the communication online. The illustrations and the icons have been designed to guide the user into the app. The art direction has been identified together with the patches library that we composed, the idea was to let them interact. The result on the identity is a fresh and contemporary look.