Brand strategy and visual identity for Proof

With a new product and a new audience, we first had to find where Proof fits. So we built the positioning around a different kind of financial experience: trustworthy enough for money, but fun enough to make people want to be part of it.

That gave us the direction for the tone of voice. We kept it clear and useful, but gave it personality. Short, direct, human and playful when there's room for it. Because money can be serious without always sounding serious.

The visual identity followed the same idea: trustworthy, but never too serious. We wanted it to feel social, expressive and unmistakably different from the usual fintech world. So we kept the design bold and playful, with real people at its centre.

We wanted to take the visual identity a little further. So we created Woof, a friendly dachshund whose name plays off Proof. He brings out the playful side of the brand and gives it a character people can recognize. In the app, he works as an assistant and speaks directly to users. Outside it, he becomes the face of the product.

To get the identity working the way we imagined it, we made a few key choices. Brown became the base, with bright pink, green and blue adding contrast and energy. Avant Garde keeps the typography bold and straightforward, making even simple messages feel distinctive. Shapes drawn from the logo bring the system together. Each element has its own role, but together they shaped Proof into what it is.