Branding for ANNA Money by NB Studio

This project has been selected in the Design – Brand Identity category in The Annual 2019, CR’s award scheme celebrating the best in commercial creativity

An acronym for Absolutely No-Nonsense Admin, ANNA is an app and AI assistant that helps small business and freelancers manage their finances. The subscription-based service combines a current account and physical debit card for users, as well as a virtual card that can be accessed through the accompanying app. Using a combination of AI and a human customer support team, it gives users an overview of their expenses, predicts cashflow and sends and chases up invoices.

When creating the identity for the fintech startup, the team at NB Studio asked themselves the question: “What does a good-natured AI assistant look like?”

Working with designer Michael Wolff and illustrator Alice Bowsher, the studio developed a playful, hand-drawn identity that uses an intentionally warm terracotta hue. “We injected warmth and charm to move away from the cold, technical visual and verbal standards of finance and technology,” says NB Studio.

Bowsher’s accompanying illustrations of a clock-watching dinosaur and sunbathing bear give an extra dose of personality to what is otherwise, let’s face it, the rather dull world of financial admin.

Agency: NB Studio. Creative Directors:Nick Finney, Alan Dye. Designers: Jamie Breach, Laura Bowman. Account Manager: Tim Howard. Creative Consultant: Michael Wolff. Illustrator: Alice Bowsher. ANNA Chief Design Officer: Daljit Singh. Copywriters: Ceridwen Tallett, Julian Poidevin.