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Visualizing progress: KOHO’s Brand Design Lead on our new look
3 min read
Written By
Patricia Geagea
Hi, I’m Pat, the Brand Design Lead at KOHO. Now that we have launched our new look, you might have some questions for me. We are very proud of our redesign, so I’m here to share the thinking behind it. But first, don’t worry! The KOHO app has a new look, and only a new look. When you open the app, everything is exactly where you left it.
Logo.
Our logo represents the financial progress and goals of our customers. It grounds our system and establishes the tone of the brand. We’ve spruced up our logo, particularly the 'K', to reflect the progress KOHO members can make when they join. The core design is still the same!
Bolder colours. Easier navigation.
The goal with the redesign was to help you progress towards your financial goals faster. Our colour palette is a key signifier of the brand. It positions us as a dynamic financial experience, conveying optimism and growth. We’ve taken out the visual clutter to put the focus on your account.
Our new neon(!) logo represents the energy behind your hard earned dollars. Our new colours also make KOHO stand out, because we stand for new, different financial solutions for Canadians.
Inspirational illustrations
You’re going to see a lot of new illustrations, which we think you’ll love as much as we do.
We use illustration to portray the financial aspirations of our customers, from big savings like a first home to smaller goals like family vacations. The hand-painted style speaks to the craft and care behind our product and elevates the brand. It also reflects the time it takes to get to the financial goals of our customers and our recognition of that.
We’ve partnered with illustrators to create a unique library of visuals for KOHO inspired by Canadian culture to use in our communications.
How it all came together
We started the redesign back in April, so we had just five months to create a look that represents both the values of KOHO and the needs of our members. Oh, we also did this right after building a new design team — so it was a great way for us to learn how to work together pretty quickly.
A passion we soon realized we all shared was craft: an attention to and care for every single detail of design, and how it can work better for our members. This can be found in every aspect of the design and every part of the process, down to picking the right illustrators and photographers. And we always made sure to connect it back to simplicity and clarity.
What’s next?
This is just the beginning—we've built a strong foundation and established a great system to support the brand's growth. With this solid base in place, we're ready to push the brand even further in the coming months. There's so much more ahead, and we're excited to continue evolving and expanding! While the look is new, KOHO’s mission stays the same: making it easier for every Canadian to achieve their financial goals.