How do you find your own identity when you're already a success?

Get in touch:
Morten Øhlenschlæger Andersen
Client & Operations Director, Copenhagen
+45 6166 3812
Brand Experience Design


MobilePay hit the Danish market in 2013 as a solution to the need for quick, uncomplicated money transactions between friends and in payment situations.

The Danes immediately took the payment service to heart and today the app is installed on 9 out of 10 smartphones in Denmark.

MobilePay had a challenge though: The company was about to become independent from Danske Bank and needed an independent brand where products were readily distributable by partner banks.

This required a unique identity that was flexible and adaptable across contexts, platforms and channels – without discarding the great brand equity earned in Denmark.

Brand experience

In order to create an independent brand, we needed to uncover what was special about MobilePay.

MobilePay is more than just a banking service which facilitates quick transactions between users. MobilePay is an interaction between people, empowering us and bringing us closer together.

It is a collection of services aiming to make everyday life easier, more fun and at times almost magical.

It is all about better and stronger relationships. It is about people meeting and connecting in marvelous and playful ways.

It is all about 'Exchanges with a touch of wonder'.

Design solution

Free-floating, playful and human

The redesigned brand identity is based on the legacy of Danske Bank and the financial sector but adds a dimension of being a service provider that connects people in a playful and magical way.

The logo has kept its basic shape, but the unambiguous reference to banknotes has made way for a more free-floating element that is open to interpretations and capable of making surprising illustrations, that work as a strong identity marker.


The new logo is a redesign of the old one. It is fresh and new, but still recognizable and true to its legacy.


PayType is based on the idiom of the logo. It is humanistic, welcoming and trustworthy. It was created in collaboration with Playtype.


The corporate colours of the financial sector take new forms in an expressive and playful colour universe.


The organic forms from the logo are present in the clean and inviting icon style.


The images are filled with colour and joy, because MobilePay is designed to bring people together.

Photography by Rasmus Weng Karlsen.


Design solutions implemented with a touch of wonder.