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(Notes on) Selected Works 2009—2024  ›  Money Sabi

Brand Identity

Money Sabi

How a symbol of luck is interpreted as an icon of a financial education.

Formerly known as Woke Investing, Money Sabi is a financial education platform founded in 2022 by two visionary women with a mission to democratize financial knowledge. The platform empowers individuals by providing the tools and insights needed to navigate the complex world of finance.

Inspired by the symbolism of the Maneki-Neko, the platform reimagined the figure not as a symbol of luck but as a guiding figure. This shift aligns with Money Sabi’s belief that achieving financial goals is about proper knowledge, not luck. This concept eventually evolved into a series of characters, each representing one of the core pillars of Money Sabi.

Money Sabi’s curriculum is structured around four pillars, each represented by a different cat, with an additional cat serving as the primary mentor for users.

Master Sabi

Chatbot

Wa! Sabi

Investing Pillar

Insurabi

Insurance Pillar

Lil Sabi

Savings Pillar

Borobi

Borrowing Pillar

Master Logo

Master Logo

Tapping on to the symbolism of the Maneki-neko, we crafted the logo mark based on a cat and further developed this idea into other applications.

Application Icon

Social Media Icon

Client: Money Sabi
Creative Director: Kai Yeo
Designer: Marcus Choy
Project Coordinators: Edmund Seet, Shannon Wee, Serene Wu

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Byline—Bureau is the official website of Bureau Private Limited. Headquartered in Singapore, our work includes, but is not limited to: Brand Identity Design, Packaging Design, Editorial Design, Exhibition and Event Space Design and Strategic Planning. We think the expression “no sweat” is a hate crime.

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