Traditional banking has been built on the trust and opportunity of people. Big banking have shaped their business models to fund environmentally harmful industries like oil companies, in-turn destroying this belief. The objective was to brand a bank that would rebuild that foundation and focus their efforts in empowering BIPOC communities. The new brand needs to be trustworthy and disruptive in the financial industry.
The name Melio comes from the word ameliorated which means – to make better.The colors are earthy with a bold touch of neon. This color way communicates a humble, trustworthy, and inspirational brand personality. These shapes represent the patterns and textures that can be found in the diverse cultures of their patrons. They communicate unity and togetherness.
