Ayla (previously Noobill) is a fintech app that helps people automate their life’s admin and take back control of their financial lives. The AI powered app manages all your recurring essential services in one place, helping you forecast costs and pay bills on time.
You'd think being a loyal customer would get you a better deal on your energy, internet or insurance bill. But, estimates show essential services providers charge Aussie households over $25 billion in additional fees and payments every year. It's no wonder people feel like their financial world is out of control. That was, until they met Ayla.
The team behind Ayla had beta tested their product and were ready to invest in their visual identity. Their goals were to ensure their new visual identity was representative of the future trajectory of their brand, to stand out in the market with a distinctive, cutting-edge identity and create a brand that would appeal to their millennial/Gen Z audience.
Because Ayla is positioned as your ‘financially literate friend’, and not just another app, we worked with the team to build out a logo that felt personable and rich with character, without needing a face in human form. With personality attributes like 'playful', 'fresh', 'friendly' and 'cutting-edge', and keeping in mind their goal of distinctiveness, we armed Ayla with a bright, bold palette and modern humanist typefaces.
Drawing from the logo, we separated out the arc as a supporting graphic, giving images a branded look and feel without needing to use the logo. The arc provides a way to represent life with Ayla, and the feeling of being in control of your financial world. We also added hand-drawn elements to add additional humanity and playfulness to the brand language. These elements are applied in way someone might annotate a notepad or write on a paper bill.
Ayla have recently relaunched their app and have had incredible interest from investors and the next wave of beta users. We’re excited to track their future progress as they add new ways to help people automate their life admin.