The New Money Company
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A surprisingly old-style brand identity for a very new way to send money anywhere
We got the robots and self-driving cars, but somehow, it's still hard to confidently send money across borders. How can we remix an old concept— knowing your banker—for a new era?
A quick note about financial product case studies
The designs below are concepts that include fake data for illustrative purposes. The names and numbers in these designs are completely made up at random and do not reflect any person, company, or group’s past, present, or future plans. Even where a group or person's name may bear similarity to a real-life group or person, the numbers and other data associated with it are random. Any similarity to real life events are purely coincidental. Nothing contained herein is or should be construed as investment advice, legal advice, solicitation or encouragement to conduct any financial transaction, or an ad for any current or future offering of any token or security.
The New Money Company (YC W'24) (formerly known as Numo) is building a future where global payments—from one-off payments of a contractor to building infrastructure to handle this at scale—are as effortless to set up as Venmoing your best friend.
Imagine a case where a startup in San Francisco wants to pay a software engineering contractor in Nairobi. They have few options:
- Create their own financial infrastructure (hard and high risk)
- Use a patchwork of local financial infrastructure
- Send crypto (not intuitive, nor widely accepted, nor does it fit into accounting software or organizational policy)
Now imagine a case where a startup wants to do this for many contractors, as a contracting platform. Suddenly, these challenges become substantial.
The New Money Company isn't just selling the ability to send money—there are the above options and more to do that. It's selling the trust and effortlessness that used to be found only in a neighborhood bank.
How might we create a brand that makes people feel at home, taken care of, and safe as they transact from and to anywhere in the world?
The centerpiece of the brand is an engraved medallion which draws inspiration from financial icons like American Express's Centurion. This illustration of the Golden Gate Bridge symbolizes our technology that connects people across distance, and it reflects the company's San Francisco roots.
In more compact contexts, like a wordmark lockup, we use a subsection of the illustration to maintain legibility:
We further envisioned adapting this bridge concept—and the related wordmark (below)—to any region where The New Money Company operates:
Taking inspiration from HSBC's iconic brand, this "N" logo also acts as a framing device for photography:
We also created a sub-brand for Metal, The New Money Company's enterprise infrastructure offering. Like the rest of the brand, Metal communicates a traditional, engraved feel, while subtly evoking the feeling of rails (appropriate since Metal is essentially payment rails):
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