Financial services · 2026
MySalarium
A warmer financial identity, built around the people behind every transfer.
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Brand identity & art directionMoney moves. People connect.
A financial identity by David Atanasovski.The project
- Client
- MySalarium
- Sector
- Financial services
- Scope
- Brand identity
Visual language
Art direction
Brand guidelines - Design
- David Atanasovski
Built around
the people behind
every transfer.
Sending money is personal. It can mean supporting family, looking after someone far away, or taking the next step in your own life.
MySalarium needed an identity that could make a new financial service feel familiar and trustworthy. Starting with international money transfers for the US Hispanic community, the brief called for clarity, warmth and room to grow.
I developed a complete visual identity around one simple idea: connection. Between sender and receiver. Between effort and opportunity. Between money and the people it matters to.
The core idea
Two sides.
One connection.
Two intersecting circular forms.
An opening that suggests access.
A flowing, unmistakable S.
A symbol of movement,
with people at its centre.
The visual language
Warm by nature.
Clear by design.
Salarium Orange brings energy. Noche Navy gives the system a steady foundation. Casa Cream makes space for the people, words and moments in between.
Familiar.
From the first hello.
Typography & voice
A voice that
feels like you.
Outfit’s open, rounded forms carry the personality. Manrope keeps the details clear. Together, they bring the same warmth to a bold headline and the smallest line of information.
Money that
moves with you.
For the everyday details.
Clear, comfortable and easy to follow.
The identity in use
One idea.
Everyday possibilities.
The same curves, colours and clear voice connect each touchpoint. From a small app icon to a card in hand, the system keeps its character.
Start with “Get started”.
Your money.
Your people.
Your app.
Money that moves with you.
Explore the concept
starts here.
A little closer
to María.
One last look before it goes.
- You send
- $250.00 USD
- Delivery
- Bank deposit
Demo only. No money is sent.
Making
the connection.
On its way to María.
Demo only. No money is sent.
You’re connected.
Your transfer to María
has been received.
A little closer.
All delivered.
- To
- María López
- Destination
- Guatemala
- Delivery
- Bank deposit
Sample receipt. No money was sent.
Card visuals are concepts from the identity presentation and do not represent a claim of product availability.
Photography direction
Life is the
reason it moves.
Warm light. Familiar places. People connecting, making plans and moving forward. A human perspective gives the financial story its meaning.
A connected campaign
Connection.
In every direction.
Más cerca de los tuyos. Closer to your loved ones. Sending money home is a way to stay part of everyday life: helping with the weekly shop, supporting a plan or being there when it matters. The campaign connects a practical transaction with the people behind it.
The floral motifs are built by rotating the curved forms of the MySalarium symbol. Repeated as tiles, they suggest shared roots and the familiarity of home. Warm orange, steady navy and a continuous sense of movement bring the idea of connection into every part of the design.
Sending support. Staying close.
From screen
to street.
A bold presence at a distance. A tactile detail up close. One visual language, expressed through the places and objects of everyday life.
Concept applications created for this case study.
The complete identity
A system with
connection built in.
The result is a complete visual toolkit: a distinctive symbol and wordmark, a warm colour palette, an approachable typographic voice, flexible graphics and guidelines for consistent use.
Each element comes back to the same idea. Money moves between people. The identity keeps that connection in view.
Selected imagery and application studies are presentation concepts. This case study documents the identity and its visual possibilities.