Flowe Illustration system

We designed more than 200 assets for the fintech app Flowe, building up their illustration system around the theme of sustainability.

flowe_vimep
Flowe is the fintech app developed by Mediolanum bank for the Generation Z audience, providing a guide for first bank accounts and useful tips on saving. Mixing an eco-friendly approach with gaming visuals that reflected the brand’s identity we created an entire system of illustrations, adding animations as well. We focused on a color palette that reflected the bank’s green approach, blending natural elements with dark colors and hints of glow and contrasting colors. In order to render the experience more immersive and personal, we also created a main character that acts as a guide throughout the app’s functions.
Illustration system

Natural elements — We built the illustration system playing with various elements that recall the logo and the brand’s values. Fluid shapes become central, creating a constant flow from tree canopies to bubbles or blobs.

Tree
Loading
Fast transaction

UI elements & reactions — We also had the chance to animate and illustrate some of the app’s more graphical UI elements. Among the various assets we created, we included 6 different animated reactions, allowing users to communicate in a more fun way.

Reactions
Accepted
Refused
flowe_Contact UI element
UI element

Character design: The Witcher — The character acts as something of a magical guide for the users, helping them get a better understanding of the various app functions or actions. We designed the character from multiple points of view, in several different moments and situations, in order to create the system.

Face recognition
Choice
flowe_savings
Savings
Ops
flowe_Sketch
Stop

Hand gestures — Certain instances or copywriting required a more detailed, conceptual or abstract approach to illustrations. We introduced the hand element so as to maintain a certain human touch and an overall coherence.

Confirmation
flowe_Time tracking
Time tracking
Contactless
flowe_bring a friend
Bring a friend
flowe_High five
High five

Tools & objects — Real life objects get the same Flowe treatment: shopping bags sport botanical graphical elements, while hourglasses are aglow with fireflies. Everyday items get a mystique makeover, entering the Flowe universe.

flowe_Shopper
Shopper
flowe_Leaf
Leaf
flowe_Countdown
Countdown
flowe_Debit card
Debit card

Character diversity — We designed the characters with a young audience in mind, bringing an urban touch to the natural world with outfit details and other relatable elements blending in the mix.

flowe_Looking forward
Looking forward
Flash
flowe_Characters

Badges — The whole app is built around the gamification concept, so we created more than 70 different badges to help users set and achieve various goals.

flowe_Bedges phone
Badges
flowe_bedges

User profiles — Following the completion of a built-in app test, each user gets a profile assigned according to a set of values revolving around 4 different concepts: talent, reward, altruism and passion.

flowe_Profiles
Profiles
flowe_freelancer
Freelancer
flowe_Enthusiast
Enthusiast

Debit card — The illustration system transcends the online world to take shape in the offline one, as the Flowe debit card for a very young audience.

flowe_Debit card
Debit card

Credits — Creative Direction Ilenia Notarangelo + Client Direction Luca Gonnelli + Art Direction & Design Cristina Pasquale + Illustration & Character Design Sofia Buti + Character Design Arianna Cristiano + Character Design Anya Derevyanko + Animation Lead Laurentiu Lunic + Animation David Cubitt + Portfolio Video Case Study Giovanna Crise + Service Concept & Experience Design Sketchin