How do you find you own identity, when you're already a success?

MobilePay hit the Danish market in 2013 as a solution to the need for quick, uncomplicated money transactions between friends and in payment situations.

The Danes immediately took the payment service to heart and today the app is installed on 9 out of 10 smartphones in Denmark.

MobilePay had a challenge though: The company was about to become independent from Danske Bank, and needed an independent brand, where products were readily distributable by partner banks.

This requires a unique identity that is flexible and adaptable across contexts, platforms and channels – without discarding the great brand equity earned in Denmark.

The redesigned brand identity is based on the legacy of Danske Bank and the financial sector but adds a dimension of being a service provider that connects people in a playful and magical way. It is all about 'Exchanges with a touch of wonder'.

The logo has kept its basic shape, but the unambiguous reference to banknotes and receipts has made way for a more free-floating element, that is open to interpretations and capable of making surprising illustrations, that work as a strong identity marker.

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