Brand Identity for Raycash Fintech Platform
They hid the crypto to make Raycash feel like banking.
Ashfall Studio developed a comprehensive brand identity, strategy, and website for Raycash, a self-custodial finance platform spun out of cryptographic firm Zama. The identity balances the warmth and accessibility of consumer banking with the credibility and innovation of decentralized finance, built around the concept of light and money.
Insights
- Raycash had to read as a bank before it read as cryptography. Martin Ehrlich: “The first impression had to feel like banking, and the reason to believe comes from the technology behind it.”
- Ashfall built the identity around a card shape that passes through the wordmark, tilts in 3D, and multiplies into a pattern; Ehrlich described it as something that can become “a shape, a pattern, a movement… it becomes a behaviour.”
- The system was designed app-first from wireframes outward, using a strict 4×4 grid, and the card appeared in the logo before the physical card existed.
- A standout interaction is the deposit animation, where the screen floods with the card pattern and an oversized number, turning money movement into a confetti-like visual moment.
- The brand book also includes machine-readable AI photography guidelines instead of a mood board, with specific instructions for setting, light, and stop lists; Ehrlich noted, “I don't think creating brand guidelines for AI is that different from guidelines for humans.”
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