M-SELEN
Clothing Solomon Island's biggest mobile money platform
The Client
M-SELEN is a revolutionary mobile money service, launched by Our Telekom, supported by the Australian government and UNCDF, for the dwellers of Solomon Islands. It's more than just transactions; it's a catalyst for financial inclusion in the Solomon Islands.
Visionary and affordable, M-SELEN aims to bridge gaps in remote areas, unlocking economic opportunities, promoting literacy, and reaching underserved communities.
It aligns seamlessly with Solomon Islands' National Financial Inclusion Strategy, propelling the nation toward a more prosperous and inclusive future.
Project Scope
Brand Strategy
→ brand purpose, promise, personality
→ customer journey
→ marketing brand analysis
→ brand purpose, promise, personality
→ customer journey
→ marketing brand analysis
Brand Identity
→ visual: logo, colors, typography, patterns, icons
→ guidelines: Comprehensive brand and imagery guidelines
→ visual: logo, colors, typography, patterns, icons
→ guidelines: Comprehensive brand and imagery guidelines
Brand Implementation
→ mockups for agents, merchandise and marketing materials
→ internal marketing and design brand training
→ mockups for agents, merchandise and marketing materials
→ internal marketing and design brand training
The Problem
The M-SELEN branding project faced several challenges, including addressing a widespread lack of trust in mobile money services within the Solomon Islands. As a new brand, there was a crucial need to build awareness and credibility for M-SELEN.
Additionally, the project aimed to overcome issues such as expensive transaction costs, inadequate access points, and concerns about the security of financial transfers. The brand had to combat these challenges by presenting itself as a trustworthy, accessible, and secure solution, fostering a positive perception and encouraging adoption in a market where these concerns were prevalent.
The Solution
Unveiling the visual identity of M-SELEN is a journey through thoughtful design choices, each element carrying the brand's essence. Our choice of the Montserrat font is intentional – open, modern, clean, and legible, it aligns with the brand's smart and approachable persona. This typeface, used across all weights and sizes, becomes the voice of M-SELEN, ensuring consistency and visual harmony.
In crafting our logo architecture, the minimalist phone outline symbolizes our unwavering dedication to mobile-centric services, while the flying money silhouette transcending through it signifies the groundbreaking democratization of financial services. It's more than an icon; it's a symbol of progress, a bridge connecting Solomon Islanders and fostering an inclusive economic landscape.
Beyond the logo, our brand's visual identity extends to icons, outlined with a weight not less than 500, in sync with the style of our iconic logo. These icons reinforce the brand's aesthetic cohesiveness, providing a unified and recognizable visual language across various touchpoints.
Delving into our brand patterns, inspired by the traditional rattan fighting shields (lave lave) of the islands, we draw a connection to safety and security. Decorated with shells and feathers, these shields represented not just protection but also cultural expression. Our pattern, born from squares and rectangles with triangular notches, mirrors this heritage. It's not just embellishment; it's a visual support to the logo, creating a harmonious blend of tradition and innovation. Every design element has a purpose, contributing to M-SELEN's narrative of accessibility, trustworthiness, and cultural resonance.
App Design by Eclectics.
