Treasury Logo Concept
- Year: 2018
- Creative Director: Max Suriaganda
- Art Director: Clarissa Amabel
- Copywriter: M. Hilmi
- Graphic Design: Vincent Widjaja
- Intern: Dhira Ragasanmata
Studio 1212 developed the brand message framework and visual identity for Treasury, a financial technology company & app that focuses on gold savings. Treasury is not a conventional investment institution, but rather a "smart, simple and safe" digital innovation for Generation X and Millennials. Despite the generational gap between the two targets, identifying their "aspirations" to secure a long-term future becomes the brand's main communication.
Characterising Treasury as "human, clear and smart", Studio 1212 developed a logo inspired by a timeless symbol for currency, the gold coin.
To balance the classic approach of the logo, we paired it with a friendly typeface and a vivid, energetic color palette.
The supergraphics represent the progress and accumulation of our savings
Graphic Standards Manual
Treasury app branding
This identity is then applied to Treasury’s app icon, stickers, stationery, and other promotional items.