Rebranding Sweden’s fastest growing fintech startup

Growing beyond the borders of Sweden


Gimi is an app that teaches kids how to earn, save and spend their own money. The company behind it, recently listed as one of Sweden’s fastest growing fintech startups, have their goals set high – to become the world’s leading financial platform for young people. In late 2017, we partnered up to help them achieve this.

Meet Piggy, the digital piggy bank


Back in the days, we had piggy banks. That’s how we learned the value of money. But piggy banks were made for bills and coins. The old kind of money. Kids today don’t have that. They have numbers in an account. Digital money. So, they need a digital piggy bank. They need Piggy. That’s the fundamental idea behind the brand and its visual identity.

A visual identity in two parts


The visual identity consists of two parts. One part connects to Piggy’s world. Hence, it’s pixelated and uses colors inspired by internet nostalgia and old school gaming. The other part connects to the real world and is more organic with soft tones of pink and a touch of deep blue. Both parts are expressed through a huge amount of icons and illustrations. And, of course, a new logotype.

Rainbows and pixelated pigs


The most challenging aspect of developing Gimi’s brand was to create something that appeals to kids and grown-ups in equal measures. But that’s also what makes the brand so inspiring to work it. We had a blast designing everything from the website and communication to the actual products – the app and the credit card.  Because it’s not every day you get to do a Master Card with rainbows and pixelated pigs on it.

Too good to be true


Gimi’s app encourages kids to help out at home and rewards them for doing so. The effect is too good to be true. Suddenly, the son does the dishes without being asked. Mom thinks the daughter deserves a proper Fortnite session. Everybody gets what they want, and then some. We named it #thegimieffect and turned it into Gimi’s first brand campaign.

Launch into space, aiming for the stars


The new Gimi brand was first launched in late 2017. But our partnership with the talented inhouse team continues to this day. Next thing we’ll look into is the packaging. After that, we don’t know what happens. But we do know it’ll be an adventure. Because only earthbound creatures believe the sky is to be the limit. Pigs launched into cyberspace — they aim for the stars.


  • Visual identity

  • Guidelines

  • Bespoke UI Iconography

  • Bespoke UI Illustrations

  • Motion design

  • UX/UI design

  • Websites and apps


  • Copywriting

  • Photography direction

  • In-app animations

  • Logo animation

  • Animated brand launch film

  • Storyboard

  • Scriptwriting

  • Design templates