Cash App | Comforts
Cash App R&D
Working with the incredible people at Cash App we were tasked with establishing a unique visual for the 2022/23 tax season.
The goal was to showcase Cash App Taxes as an easy to use method of doing your taxes while creating a sense of trust and connection to an immersive world of surreal comforts. In other words, make tax filing look and feel comfortable af!
To kickoff our R&D we took a deep dive into a world of unrivaled comfort, gooey warm reassurance, and cozy sensations through a crafted palette of fluffy, foamy, puffy textural delights.
Our next challenge was understanding the relationship between our comfort elements and the hero product.
By finding a balance between realism with surrealism we established an assorted style that brings unique qualities to each product value proposition through a spectrum of emotions, materials and comforts; an eclectic mix of character through exploration, quirky and familiar moments of delight and experimentation.
We created a design system alongside the hero visuals that maintained a consistency with the comfort-driven visual language we had established - a scalable and flexible icon set to be used throughout Cash App with versatility and style.
Credits
Client: Cash App
Creative Director - Content Studio Team: Sylvain Theyssens
Creative Production Lead - Brand & Marketing Experiences: Marquia Walton
Product Marketing: Rich Tucker
Creative Director: Alexandre Torres
Director: Joey Recoskie
Art Director: Sebastian Helene
Executive Producer: Ramona Gornik Lee
Producer: Niko Hook
Coordinator: Andrea Chan
3D Design: Joey Recoskie, Sebastian Helene, Leo Bortolussi, Luan Rossi, Andre Chaves, Peiter Hergert, Ferdi Kubin, Yeseong Kim
3D Animation: Ferdi Kubin, Joseph Recoskie, Sebastian Helene
Light + Render: Yeseong Kim, Joey Recoskie
Compositor: Corey Larson
