Mool approached us in 2020 to help conceptualise its identity and design a platform for digital financial services. The aim was to leverage leading-edge technology to create a fulfilling, new banking experience for everyday Indians. The research, strategy and development process represents a humanised planning for a well-defined future experience.
Moving its identity from a mere service to a streamlined ecosystem, we developed a viable scenario wherein the bank becomes a trustworthy partner for every user’s financial, aspirational and purpose-driven success. Together, we worked as an extension of Mool’s team and led the design strategy across all experience and interaction elements of the brand.
With the understanding and insights gained through the discovery workshop, we designed a strategy based on Mool's consumer persona. Mool’s vision for their consumers to "establish financial independence as a fundamental part of life" was a rallying cry to business owners keen on building a system of continuous and effective management for customers to earn more and spend better.
The purpose forms the basis for an appropriate and radical new name along with a visual and verbal brand identity that would strategically reflect the core intentions of the brand and build trust.
We approached the design system in a highly collaborative process to create an interface that feels as natural and intuitive as possible. Based on the combining value for both, the business and people, we co-created a product that advocates for the idea that a different and sustainable way of banking is possible.
NeoBank, a financial
technology platform that
offers digital services.
It operates online exclusively.
Co-creating a strong foundation
To align on a shared vision, we started by understanding the NeoBanking process in India. The 'consumer segmentation process' revealed the importance of focusing the design on people who were currently living under economic dependence or subsistence, keeping in mind their diverse financial needs. Taking advantage of new technologies, Mool reaches out to each individual with potential who is underserved and streamlines personal finance into their everyday life to make them comfortable and confident with its workings. Mool offers a single point of access for people to turn to for all their financial needs.
The identified sentiments that the products and services will impart to the end user are rootedness, reliability, approachability, humane and indigenous, for sharing a common vision. This sets the foundation for the new identity and design system.
Mool takes inspiration from
its Hindi translation of ‘roots’.
Mool Arth & Identity
It was imperative for us to create an identity that reflects the cultural depth and earnest stance of the brand while maintaining a global, aspirational edge.
A word with Indian resonance, Mool was originated with a simple idea of going to the root, being original, and creating a strong foundation for growth. For Mool, financial health begins with taking an earnest stand to empower the people from within - so that they withstand any wind and truly thrive in every walk of life. This revolutionary name lends itself to the business intentions in different ways; a singular source, a sense of purpose and the expansion in audience and technology.
Mool’s new identity is based on core principles; diversity, equality and freedom. The twin arches in the logo mark represent a deep interconnect of the brand’s mission with people, “When we raise others, we rise ourselves.” They span to cover the ground to leave no one behind in the journey of inclusive growth no matter what.
Mool App Icon
Cultural Expression - Motifs based on Indian Art Forms.
The tone of voice is the muscle of Mool’s soul and the one reason it gets heard is for being curated from a person-first perspective. Before communicating anything, we asked ourselves: What purpose does this serve? Whom are we talking to? What do they need to know?
Thus, with every piece of communication, we aim to:
“The life you want is
at your fingertips” “The life you want is at your fingertips”
“Beyond money is
personal worth” “Beyond money is personal worth”
“Make plans for what
to do, not what’s due” “Make plans for what to do, not what’s due”
Mool takes inspiration from
its Hindi translation of ‘roots’.
Building an intuitive design eco-system
The first step was to define the target and Mool's value proposition. We supported the company in creating a product that stood out from the market for its visual appearance and language (creating a unique vocabulary and a distinctive identity for the app) while ensuring the users’ needs and requirements.
The design direction seeks to clarify the complexity of the product by keeping a simple design language and bringing out the indigenous side of the brand. We derived our inspiration from the Indian Culture, "Sa Prathama Sanskrati Vishvavara" the "first and the supreme culture in the world", as described by many. Our aim was to paint a visual language that doesn’t just instil familiarity, but also pride in the rich heritage we all belong to. The ethnically and visually diverse art forms signify a rich heritage in every part of the country. Wherever you come from, there is a singular notion of legacy that you carry.
Many of the choices leading to the app's first release were guided by combining objectives: making banking accessible to all, one platform for all financial needs, building financial strength and ultimately brand engagement.
The dashboard brings out the core features and functionalities of the app, making the experience less confusing for the users. It ensures a smooth and frictionless navigation experience. The wallpaper on the dashboard explores forms of 'welcome art’, regarded with a feeling of strength, generosity and good luck in households.
Interactive and easy-
to-follow graphs and
designed for better
A simple way to manage, assess and understand your savings. We aim to create engaged learning for all users at all levels of financial awareness. The application, hence, uses a series of infographics and data visualisation methods to make complex data more accessible, understandable and usable.
Mool helps to make investing a habit by putting all money to work every day. The auto-pilot mode suitably invests the extra cash and is always redeemable. Mutual fund balances are managed across asset classes and fund managers according to ruleset, profile, deposit and redemption patterns.
Paths and Plans
Finance planning and tracking are easier with Mool. Smart and simple data cards were set up to track priorities along with personalised insights and tips on how to follow them. The user can peak into future investments and journeys with an in-depth, personalised timeline view with a ‘path and plans’ feature.
For the roll-out of the Mool, we designed and developed a landing page that would give a hint of the brand, and app experience and encourage users to sign up.