Goat.Cash
PROJECT TYPE
Brand Identity dfddcdfv
Mascot Design
Motion Design
Brand Identity dfddcdfv
Mascot Design
Motion Design
YEARfdfdff
2026
2026
Goat.Cash is a digital wallet bringing crypto into everyday spending. In collaboration with Kontour Studio, I developed a bold, character-led brand identity spanning visual, mascot, and motion design. The aim was to give an emerging financial platform a distinctive identity that feels culturally relevant, instantly recognisable and credible beyond the product itself.
THE STORY
Digital payments don't have to feel complicated or corporate. GOAT Cash is a digital wallet designed to make everyday payments more effortless, connecting digital currency with real-world spending.
Working with Kontour Studio, I developed the brand identity around a different kind of financial personality: confident, culturally relevant and approachable. Through character design and animation, the goal was to make Goat.Cash feel like more than a payment app, a brand people could recognise, relate to and want to be part of.
Digital payments don't have to feel complicated or corporate. GOAT Cash is a digital wallet designed to make everyday payments more effortless, connecting digital currency with real-world spending.
Working with Kontour Studio, I developed the brand identity around a different kind of financial personality: confident, culturally relevant and approachable. Through character design and animation, the goal was to make Goat.Cash feel like more than a payment app, a brand people could recognise, relate to and want to be part of.
DESIGN DIRECTION
The identity centres on making Goat.Cash feel less like a conventional financial product and more like a brand people want to associate with. A bold visual language balances credibility with an effortless, internet-native personality, making the brand feel confident without becoming corporate or intimidating.
Typography and colour establish a distinctive presence across digital touchpoints, while the vintage-inspired illustration style gives the identity a more human quality. At its centre, the goat mascot turns the brand name into a recognisable character. Together, these elements create a brand that feels playful yet considered, with enough flexibility to extend from the company identity into the app experience.
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The identity centres on making Goat.Cash feel less like a conventional financial product and more like a brand people want to associate with. A bold visual language balances credibility with an effortless, internet-native personality, making the brand feel confident without becoming corporate or intimidating.
Typography and colour establish a distinctive presence across digital touchpoints, while the vintage-inspired illustration style gives the identity a more human quality. At its centre, the goat mascot turns the brand name into a recognisable character. Together, these elements create a brand that feels playful yet considered, with enough flexibility to extend from the company identity into the app experience.
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The goat turns the meaning behind GOAT into the face of the brand. Rather than a conventional corporate mascot, the character was designed to feel like someone you'd recognise and want to associate with: confident, relaxed and culturally in tune.
The character's relaxed expression, sunglasses and casual styling give it a distinctive silhouette, while the vintage-inspired illustration brings texture and character to its appearance. Designed to work beyond a single static pose, the mascot provides a flexible asset for expression, movement and storytelling across the brand.
Motion extends the mascot beyond a static brand asset, allowing its personality to carry through the digital experience. I designed animations for the app and wider company brand, considering how movement could reinforce the character's identity while fitting naturally into the product. The animations give the brand another way to communicate, creating continuity between the visual identity and the experience of interacting with GOAT Cash.