Kauila.cash

Florida | United States

POSITIONING, NAMING, BRAND DESIGN AND VISUAL IDENTITY

Financial Education for Parents & Children

Context

Ana is a financial adviser who wanted to help parents and children to have a healthier relationship with money. She developed a method that begins with parents rediscovering their beliefs and rebalancing their finances so they can teach the little ones about it with positivity. Through this path, parents can feel more confident to help kids develop autonomy and give meaning to the money as a means to realize their dreams.

Ana is a financial expert who wanted to help parents and children have a healthier relationship with money. For this she developed a method that begins with parents rediscovering their beliefs and rebalancing their finances, and then talking to the little ones about it with positivity. All this so that they can develop autonomy and give meaning to riches as a means to realize their dreams.

A major art of the strategy was directed to refining the method and business model to be adopted by the brand. With clearer ideas, it was necessary to create a set of meanings (name, brand, verbal and visual identity) that would talk to the two audiences: parents and children. The inspiration for the name came from a Hawaiian legend. Kauila is a sea turtle that protects children and turns into a girl to play with them on the beach. The symbolism navigates through the themes of protection that financial literacy brings to children (as well as security through the financial rebalancing of families), as well as conscious prosperity, which involves time, resolution and maturity.

A large part of the strategy was directed towards the lapidation of the method and business model to be adopted by the brand. With the clearest ideas, it was necessary to create a set of senses (name, brand, verbal and visual identity) that would talk to both audiences: parents and children. The inspiration for the name came from a Hawaiian legend. Kauila is a sea turtle that protects children and turns into a girl to play with them on the beach. The symbolism navigates through the themes of protection that financial literacy brings to children (as well as security through the financial rebalancing of families), as well as conscious prosperity, which involves time, resolution and maturation.

Results

The result is a fun brand, which has as its icon and central element the pot - an important symbol of the method for children - represented by the letter "u". The tittle in the "i" also refers to the prosperity in movement, next to the element of the pot. The ".cash" complements the brand, indicating its segment and being literally its virtual address (http:\kauila.cash). The signature clearly summarizes the positioning and purpose of the brand: "wealth beyond money".

The result is a fun brand, which has as its icon and central element the pot - an important symbol of the method for children - represented by the letter "u". The drop in the "i" also refers to the prosperity in movement, next to the element of the pot. The ".cash" complements the mark, indicating its segment and being literally its virtual address (Http:\kauila.cash). The signature clearly summarizes the positioning and purpose of the brand: "wealth beyond money".

Brand design carried out in partnership with designer Amanda Pietra.

Brand design carried out in partnership with designer Amanda Pietra.

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