Here's what was going on
Moneyview was scaling fast — multiple new products, multiple audiences, one visual identity that wasn't built to stretch that far. Every creative defaulted to the same territory every fintech brand defaults to: money. Coins, currency symbols, the language of transactions.
What I noticed
I looked at the name itself. Moneyview. Everyone designs around "Money." Nobody designs around "View."
That felt like the opening. "View" - perspective, outlook, a way of seeing things differently - was unclaimed territory, not just for Moneyview, but in fintech generally. Globally, the brands that stand out in this category (Nubank) win by stepping away from money-as-imagery, not leaning into it.
What I pitched
I built a direction around "View" - using the dot of the "i" as a visual device, a literal window that could hold rotating content: people, products, offers, brand ambassadors. Not just a wordmark trick - a system that could flex across every product Moneyview was launching.
I took it to the CMO.
What actually happened
The strategic shift toward "View" didn't move forward. The instinct in the room was to stay close to "Money" — it's the word that already resonates with Indian consumers, and in a market this competitive, familiarity has its own gravity.
I still think "View" was the stronger long-term differentiator. But I also understood the call — when you're scaling fast across products, the safer bet is the one that doesn't require re-educating your audience mid-growth.
What I took from it
A good idea isn't enough. The room has to be ready for it — and if it isn't, that's information too, not just a setback. This is the gap between knowing what's right and knowing how to move an organisation toward it. That gap is where I've been focusing since.
I built a direction around "View" — using the dot of the "i" as a visual device, a literal window that could hold rotating content: people, products, offers, brand ambassadors. Not just a wordmark trick — a system that could flex across every product Moneyview was launching.
