The future of money, made for a generation that ignores finance conversation.

FoMA

Services

Identity Design

Visual Design

Date

23.06.21

FoMA is a US-based company focused on financial literacy, helping people understand stablecoins and modern finance, with a particular focus on reaching young people. They came to Cadara to build a brand that could carry that mission.

The brand needed to carry real financial concepts but not overwhelming, it should be clearly, accurately and in a voice and visual language that a 22-year-old would want to open, read, and pass along.

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Challenges

Stablecoins and digital finance are genuinely new concepts, and explaining them well is hard. FoMA needed a brand that young people would find approachable and worth their attention, something that felt current, human, and easy to engage with, while still being credible enough to trust with real financial information.

FoMA illustration with hands and spheres

Outcome

We built the identity around one idea, which is money, held in your own hands. The illustration system textured, human, almost tactile puts literal hands into the brand at every touchpoint, next to a mark and a green that feel current. It looks like something built by people who understand both the subject and the audience.

The system carried across the logo, mobile app, and content consistent enough to recognize instantly, flexible enough to keep explaining new topics as FoMA's audience grew. For a US-based team asking Cadara to make a genuinely hard financial topic land with young people, that's the actual brief we solved.

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