AssetGO!

Brief

Pentagram Brief

Year

2025

AssetGO! is a forward-thinking financial investing app designed to help young teenagers build smart money habits and explore investing in an engaging, age-appropriate way. The mission is to empower the next generation with financial confidence, blending education with intuitive digital tools.

As part of this project, I developed a complete brand identity for AssetGO!, with a focus on making finance feel accessible, exciting, and trustworthy to a Gen Z audience. The visual direction had to be fresh and bold—yet grounded in clarity and function.

A key creative constraint came from Pentagram, who set the challenge: the logo must be constructed using only four circles. This limitation became a springboard for innovation, resulting in a logo that communicates growth, balance, and motion, while remaining minimal and versatile across platforms.

Along with the logo, our other focus was the logo behavior which would represent the company through motion. The keyword I chose for my motion is 'Guidance' due to the nature of the logo resembling a contemporary compass.

The brand system expands on this foundation with a vibrant color palette, modern, friendly typography, and a clean, modular design language that reflects the dynamic, optimism and playful spirit of AssetGO!.


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