MeDirectPocket Money

A banking app that puts users firmly in control of their finances

Belgian finance company MeDirect chose to switch from a traditional banking system to an app that brings together all personal finance strands, from checking services to managing investments. This revised model skips the middleman and puts the user in the center, allowing them to choose one of three money management levels – from full control to totally hands-off – on a day-to-day basis.
Following the most recent financial crisis, many people have still not regained complete trust in the banks. While some banks are trying to win back customers by claiming that banking with them is “simple,” our strategy involves acknowledging that’s far from true, but that MeDirect’s tools allow users to more easily navigate the array of complexities.
The brand’s existing name was already well-served to position the user as in-control of their money through the app, so it was embraced, and paired with the slogan “My Money, My Choice.” The redesigned pointer logo ensures that “Me” is always at the center, and the brand’s tone of voice is also, unusually, written in the first person – so that the customer, not the company, is the one talking.
BaseBRU collaborated with MeDirect’s internal team on the visual elements of the app, which was developed in-house, including graphics that display financial metrics in a way that’s easy to understand. A very direct and sharp set of graphic guidelines help to keep the interface clean and digestible, while a palette of soft pastel tones marks a stark departure from the bold colors and predictable green shades used by many other online banking platforms.
We also worked with Brussels-based agency Friendship on a video advert, for which we acted as consultants and brand custodians. Created for TV and online, this asset and the wider messaging are set to launch MeDirect – which is already active in Belgium – into new markets including the Netherlands soon, and more countries thereafter.

Belgian finance company MeDirect chose to switch from a traditional banking system to an app that brings together all personal finance strands, from checking services to managing investments. This revised model skips the middleman and puts the user in the center, allowing them to choose one of three money management levels – from full control to totally hands-off – on a day-to-day basis.

Following the most recent financial crisis, many people have still not regained complete trust in the banks. While some banks are trying to win back customers by claiming that banking with them is “simple,” our strategy involves acknowledging that’s far from true, but that MeDirect’s tools allow users to more easily navigate the array of complexities.

The brand’s existing name was already well-served to position the user as in-control of their money through the app, so it was embraced, and paired with the slogan “My Money, My Choice.” The redesigned pointer logo ensures that “Me” is always at the center, and the brand’s tone of voice is also, unusually, written in the first person – so that the customer, not the company, is the one talking.

BaseBRU collaborated with MeDirect’s internal team on the visual elements of the app, which was developed in-house, including graphics that display financial metrics in a way that’s easy to understand. A very direct and sharp set of graphic guidelines help to keep the interface clean and digestible, while a palette of soft pastel tones marks a stark departure from the bold colors and predictable green shades used by many other online banking platforms.

We also worked with Brussels-based agency Friendship on a video advert, for which we acted as consultants and brand custodians. Created for TV and online, this asset and the wider messaging are set to launch MeDirect – which is already active in Belgium – into new markets including the Netherlands soon, and more countries thereafter.