Equals Money
Making complex money movement feel simple, fast and controlled.
Services
brand design
art direction
brand strategy
Client
Equals Money
Location
LONDON
Year
2022-2026
Info
I’m a brand designer at Equals Money, a UK fintech that helps businesses manage international payments, currency exchange, and expenses through multi-currency accounts and payment infrastructure; I design and maintain cohesive visual systems across web, campaigns, and product, using tools like Figma and Adobe to translate complex financial services into clear, high-quality, user-focused design.
impact
A brand refresh and integrated campaign system that helped drive group revenue from £95.7m to £131.7m year on year.
money movement made simple
Equals Money had fintech ambition but a visual identity still finding its feet, yearning for an elevation to prevent it from becoming a lookalike of its category. I took on this exciting task and upheld it as the brand guardian, I evolved the system rather than rebuilt it: a unique and carefully restrained palette, bespoke illustration system, and a type system that feels modern, cutting edge, and unmistakably Equals. A brand finally as forward thinking as its product.
cOMPETITOR ANALYSIS
my role: behind the work
PROBLEMS EQUALS FACED
When I joined, the Equals brand felt disjointed. Visual language varied across touchpoints, guidelines were loose, and there was no cohesive system tying our work together. I led a full refinement of the brand, rebuilding the guidelines from the ground up to create a single source of truth the wider team could confidently design against. This included a refreshed library of background patterns, tightened typographic hierarchy and consistency rules, refined colour application, and a properly governed asset system. Most importantly, I drew on my background in illustration to design and roll out a bespoke set of spot illustrations, giving Equals genuine brand ownership and instant recognisability. It's no coincidence that every category leading fintech brand, Wise, Monzo, Revolut, leans heavily on a distinctive illustration system. It's become a defining feature of the modern fintech identity, and now Equals has its own.
Campaigns worked on
At Equals Money, I led the strategy and execution of several high impact campaigns across both digital and physical channels. This included spearheading our iGaming campaign, positioning Equals as the payments partner of choice for a fast moving, high stakes industry, and driving our USDC campaign, which brought stablecoin conversion into the mainstream conversation for our customer base. Beyond the core verticals, I conceived and delivered a series of bespoke, culturally driven campaigns designed to cut through. These included tailored activations for Minecraft/CardCraft - card creation stalls during the launch of the Minecraft movie and also Gladiator 2. Each campaign ran across an integrated mix of digital and physical channels, from paid social, programmatic, and owned content through to OOH, event activations and more.
Outcomes
The campaigns I led delivered measurable commercial impact and played a meaningful role in Equals' strongest period of growth to date. Revenue grew from £31.3 million in FY 2022, to £95.7 million in FY 2023, and reached £131.7 million in FY 2024, a 38% year on year increase reported in April 2025, underpinned by a 47% rise in transaction volumes to £18.2 billion. Beyond the numbers, the work materially shifted brand perception.
Share of voice and overall brand presence climbed across our key markets, app store reviews trended consistently upward as customers responded to a sharper, more confident product experience, and Equals evolved from a fragmented identity into a living, breathing system. Every touchpoint, from product to campaign to collateral, now speaks the same language and pulls in the same direction. The result is a brand that not only performs commercially, but feels unmistakably Equals.
The Rebrand
A glimpse of the next chapter.
I played a key role in shaping the strategic evolution of Equals' fresh, bold visual identity, establishing a scalable brand system across product, marketing and digital experiences.