Back then, it was called "Safe" and then it became "HelloSafe". But it wasn't done in a day. Here's the story of a very interesting rebranding journey, from ideation to production.

Context

HelloSafe contacted us to change its name and refresh the company's visual identity.

Memories had three missions:

• Create a new visual identity for the HelloSafe brand: think of a new graphic universe that is consistent with the company's positioning and that will appeal to a primarily B2C clientele.

• Redesign the entire website and app identity, from optimizing main pages to creating a design system.

• Create communication and marketing assets to enable easy adoption of the new brand internally and to give it the right exposure.

Key success factors

• A lot of collaboration with internal teams: frequent check-ins to advance all issues and ensure proper delivery.

• An MVP (minimum viable product) approach: both in design and development, we adapted to the client's context to deliver the new graphic identity and enable communication of the fundraising.

• A high-quality team: both on the client side and on the Memories team side, we surrounded ourselves with the best to successfully complete this mission.

The old logo ❌

• Just a font

• Electric blue color + some pink in visual elements

• No personality

Tryouts 🔄

The recipe: patience, creativity and many (many) iterations.

The new visual identity ✅

A simple yet powerful logo: an happy wallet, smiling, because he is happy for his wallet because of the savings he makes with HelloSafe ;)