The brand we crafted for Slice is all about rejecting the old world, and building a new one of endless possibility.
The brand personality and tone of voice are fresh, bold, and secure, and communicate the way real humans do. These traits lift Slice above the outdated world of Israeli finance, and grab the attention of its target audience: millennials who are new to saving & investing, and expect friendly, digital experiences.
The visual brand helps with this, too. We designed game-like mini worlds to portray the endless possibility of the future (if you save!). These mini worlds can fit together like a puzzle to generate new worlds, in the same way Slice’s customers can easily mix and match financial products in their portfolio.
Meanwhile, visual geometry and math give a sense of calculation and security. You are investing in your future, after all. And Slice’s name & logo are nods to pie charts, calling customers to come get their own slice of the pie.