Under Draft

Mission of UnderDraft is to end overdraft bank fees and become a true consumer rights business. Fundamental objective was to differentiate brand identity from other online banks that felt too corporate and ‘fake’ friendly. UnderDraft’s consumers are millennials with medium income therefore less aware and more exposed to hidden bank fees. Core visual narrative was introducing a line, considered as brand symbol. Branding relies strongly on the representation of OVER and UNDER. Line symbolises the border between financial debt and debt-free lifestyle. Based on the line, I incorporated a rich and dynamic visual language across all communication channels of UD brand.