Poulp

About

Poulp is a financial management app created to redefine how people relate to their money. In a market driven by control, monitoring, and performance, the brand emerges to propose a more human, accessible, and relatable approach to its users' daily lives.

Challenge

Analyzing the category, we identified a contradiction: we have never had so many tools to manage our finances, yet financial anxiety remains a common experience for millions. The truth is that most financial apps speak the language of performance and discipline, turning financial management into a constant reminder of unmet goals, expenses that should have been avoided, and numbers that need improvement. Based on the premise that the problem isn't a lack of information about money, but rather the relationship people have built with it, the challenge was to build a brand capable of addressing this gap without replicating the dominant narrative and visual codes of the sector.

Solution

Instead of building a brand centered on financial control, we decided to build one centered on financial relationships. This shift in perspective guided all project decisions: strategically, we moved the conversation from management to clarity and support; narratively, we replaced the category's corrective discourse with a more approachable and encouraging language; visually, we reduced complexity, incorporated playful elements, and moved spending away from the center of the experience to give prominence back to the life happening around it.

Result

The project went beyond building an identity and began to directly influence product evolution. Strategic clarity guided improvements in the app's experience, helped Poulp carve out a distinct territory in a category often defined by predictable codes, and contributed to gaining hundreds of organic users in the first weeks after launch. More than just a new brand, the project gave the founders a new lens on the business and a clearer vision for the future they wish to build.