With UGO Wallet (a joint venture of TD and PC Financial), consumers can pay, earn, and redeem loyalty points with a single tap on a smartphone. This innovative solution offers functionality that could ultimately eliminate the need to carry an actual wallet.

Following extensive research into this highly competitive and quickly evolving product space, we developed the name, logo, and visual identity system for the app and the joint-venture entity. Key elements of the challenge were that the name, colourways, and overall brand identity had to be distinctive in the broad Canadian financial services and grocery retail sectors, and function equally well in each. The brand mark was purpose-built to register strongly at the reduced scale of mobile media.

After the initial product launch, we were brought back to continue the initiative with the design of more consistent, brand-centric iconography and to further develop the UGO Wallet visual identity and brand/product architecture system.