Cashback app Fluz rebrands, via Koto

Cashback app Fluz has unveiled a new brand identity, created by brand and digital studio Koto.

The announcement:

Brand and digital studio Koto has crafted a fresh brand to fuel Fluz’s expansion. Fluz, a collaborative earning app, amplifies your spending power by offering cashback on everyday purchases, networking rewards, and facilitating payments among friends. The new brand revolves around the core concept: “Fluz empowers you to maximize your money.” Koto’s visual language is anchored in the brand essence “Life on Max,” encapsulating a mindset that stretches the value of money to its fullest potential. The new brand extends across marketing initiatives, the website, and product interactions.

Fluz’s journey: helping the young generation to maximize their money.

Founded in 2018 in New York, Fluz is a collaborative earning app that maximizes your financial potential. It offers cashback on everyday spending, encourages earning with friends, and facilitates secure payments. With a focus on transparency and accessibility, The fintech eliminates hidden fees, providing various ways to stretch your money. Key features include 1.5% cashback with Mastercard, secure transactions, and inclusive accessibility. The company’s mission is to empower every user with equal opportunities to maximize their earnings.

Koto’s extensive rebranding effort is fueled by Fluz’s strategic shift towards attracting a youthful demographic aged 18-32. Embodying a trailblazing spirit, Fluz exudes a delightful and unexpected personality that resonates deeply with its community. This transformation is grounded in the fundamental belief that Fluz empowers you to maximize your money. Embracing the brand idea of “Life on Max” embodies a mindset that stretches the value of money to its fullest potential, challenging the common belief that top financial opportunities are only for those with substantial bank balances—accessing the most exciting savings, the fanciest loyalty programs, and the best interest rates. Through this approach, the new identity invites users to delve into Fluz’s vibrant and inclusive universe, where financial transactions and community engagement seamlessly blend, boosting collective earnings for all.

Crafting Fluz’s Visual Identity: A Journey into Financial Empowerment

Fluz’s logo stands as a bold and confident wordmark, embodying the strategy of maximizing money. Designed by Koto to exude character and instant recognition, it serves as a powerful entry point into the world of Fluz, establishing the brand’s core values at first glance. Fluz embraces the logo’s expression, leveraging its impact at a large scale to build equity and engage both current users and potential newcomers effectively.

Typography plays a crucial role in shaping Fluz’s brand personality, with Greed Condensed Semibold serving as the primary typeface for headlines, sub-headers, and calls to action. Infused with a playful spirit, it captures the energetic essence of Fluz’s messaging. Additionally, Greed Condensed Semibold offers a “powered up” version, which amplifies Fluz’s communications to the max, making them more dynamic and engaging on key touchpoints. The secondary typeface, Area, prioritizes readability, making it well-suited for body copy and tags, ensuring clarity and coherence across all communications.

Fluz’s color palette features ethereal tones contrasted with dark colors, providing a strong foundation for text legibility and visual impact, upon which “Life on Max” can be built. Complementing this, the Secondary Palette introduces three types of gradients—Calm, Expressive, and Max—designed to enhance moments of high energy and reinforce the brand’s dynamic persona.

Illustration serves as a gateway to Fluz’s surreal universe, where everyday objects and scenes take on a fantastical quality, embodying the essence of “Life on Max.” At the core of illustrations is an eclectic mix of objects that reflect the significant purchasing power that Fluz unlocks for its users. Whether showcasing objects or creating immersive backgrounds, Fluz’s illustrations radiate energy and dimensionality, capturing attention and sparking imagination.

Photography lies at the core of Fluz’s brand, celebrating its diverse community and business partners while bridging fantastical worlds with relatable reality. To capture the essence of empowerment and motivation, Fluz showcases its users and businesses on the platform. Real individuals and businesses are portrayed in captivating settings, resonating with the audience’s aspirations. By embracing these elements, Fluz’s sub-worlds come to life as vibrant and immersive experiences, empowering users to embark on a journey of financial empowerment and endless possibilities.

“Koto’s transformative work on our product positioning has been remarkable, resonating deeply with Fluz’s core Gen Z audience. Their innovative approach has not only bolstered our brand in the cashback space but also strengthened our connection with this primary demographic. This collaboration with Koto has been an extraordinary journey of creativity and strategic planning. Months of dedication and their unparalleled creative genius have led to results that surpass all expectations. I feel privileged to have witnessed firsthand the incredible impact of their work. It extends beyond just visual aspects to encompass a truly authentic and distinctive brand identity for Fluz,” said Maurice Harary, Fluz founder and CEO.

“The work we did for Fluz perfectly embodies a brand that truly lives by its vision, highlighted by three essential elements that guarantee its lasting impact. First, consistency: consistently and respectfully using brand assets everywhere, which has been done thanks to our deep collaboration with the Founder and his team. Second, flexibility: ensuring that every touchpoint and piece of communication feels uniquely Fluz. And third, distinctiveness: staying true to the original vision and making brand and business decisions that align with it,” said Arthur Foliard, Koto creative director.

Source: Koto


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