June 2025: Cleo Rebrand 

Almost ten years since its foundation as a finance app targeting Gen Z users at the beginning of their financial journey, Cleo had outgrown its juvenile design style.

The challenge was to retain the signature tone of voice (Cleo’s USP) while leveling up into a future-focused fintech brand for everyone, not just young people.

I worked directly with the CMO and Head of Design to establish and codify Cleo’s new brand guidelines.