Pocketful

A warm, pocket-sized identity for a social savings app, turning the awkward business of saving with friends into something closer to a group chat with a goal.

Year

2025

Scope

Identity · App design · Social system

The idea

Saving with friends is usually awkward. Someone sends a spreadsheet, someone forgets, and the whole thing fizzles before the holiday is booked. We wanted the identity to feel like the group chat where the plan actually happens: quick, a bit silly, impossible to ignore. So the brand became a pocket, something you carry together and keep checking.

The work

The wordmark sits inside a soft rounded pocket shape that doubles as the app icon and the container for every goal card. We drew a small set of hand-lettered reactions, the kind you would send when a friend finally chips in, and a colour palette that shifts from pale to saturated as a goal fills up. Motion is bouncy but short.

What happened

Pocketful launched in the UK and Ireland the following spring. Early groups told Priya the app felt like something they already used, exactly as we had hoped. We still get sent screenshots of goals being hit, usually at odd hours, and I have not tired of it.

“Elise understood that saving with mates is a social problem first and a money problem second.”

Priya Natarajan, Co-founder of Pocketful

All work

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