Angel Broking is one of India’s largest independent full-service retail broking house in India. It's an innovation led financial services company that provides broking and advisory services. Angel Broking was launching a new investment app, independent of the Angel Broking name but part of the same family. An app that simplified the complex world of mutual fund investments and gave everyone the power of growing their own money in their hands. In an already cluttered financial category, they wanted their new app to stand out and gain maximum downloads through a full-fledged launch on Google PlayStore and the Apple App store.

So the challenge was to create a unique visual identity that mirrored their philosophy of simplicity and earning money in a way that resonated with the Indian audience.

Most financial apps have the template ascending arrows, graphs, piggy banks as their visual identity. But since we had such a rich story and wanted to connect with the Indian audience, we combined the mnemonic of the bee with the Indian symbol for money, to create a new visual identity that the audience identified with as making wealth.

To add to it, we used golden yellow as the primary brand colour, because the colour gold doesn’t just represent money in India, but more importantly long term richness and wealth. As the term of “green” money hasn’t really entered Indian vocabulary, the use of gold is more recognizable to the Indian audience. And keeping our brand story in tact, just like humans, the colour gold for bees represents the precious honey they create. The branding elements included brand Logo, app interface, stationary, social media identity, and other internal collaterals.