— Disney YuDo

YuDo by Disney is a unique digital service for the whole family. It’s a new kind of allowance system that lets parents, tweens and teens engage in an open conversation about money in a fun way. It helps turn financial independence into a fulfilling and exciting adventure shared by all the family.

In my role as a senior brand designer for the project, my aim was to create an identity for a digital product that exuded the essence of a lifestyle brand. Drawing inspiration from the sense of financial liberation experienced by pre-teens as they begin to aspire towards adulthood.

— Project
The YuDo by Disney brand identity embodies the essence of a lifestyle brand centered around financial empowerment and education. This digital product aims to offer financial autonomy to minors under the supervision of their parents, who manage account top-ups and monitor their children's spending across associated brands.

The vibrancy of financial freedom permeates the color palette, seamlessly integrated into the hues of everyday objects and environments in kids' lives. Icons and pictograms play a vital role in delineating categories and spaces where children typically engage. A contemporary approach to photography, influenced by social media and pop culture, infuses the brand with energy and dynamism, seamlessly aligning it with the Disney ecosystem.

While aspiring for a cool and aspirational identity distinct from the formal and mundane language of modern banking, we also aimed to instill reliability and reassurance synonymous with the Disney brand. The result is a brand that exudes reliability, freshness, and educational value, empowering young children to navigate the financial world with the support of their parents' oversight and a guiding app every step of the way.

— Team
Lucio Rufo: Creative Director
Franco Roncoroni: Senior Brand Designer
Matias Alvarez: Senior Brand Designer
— Client
Disney®
— Agency
R/GA
— Output
Brand Identity, Brand Visual System