BEEM IT: YEAR IN REVIEW
Beem It is an Australian peer-to-peer money transfer app with millions of downloads.
Working in a very small team as the Senior Visual Designer, my role was diverse & hands-on, as we worked towards the goal of being Australia’s digital wallet. Across the website, socials and comms, we utilised animation, illustration & copywriting to engage—and expand—our strong gen z & millennial base. With success built on a simple, but powerful, premise, we struggled to find the words to define our selves as we expanded our features, and grew up as a product and a business.
2018-21
Background:
Conversations around money can be awkward at the best of times. And when it comes to group social situations, it can be easy to lose track of shared spending. The Beem It solution was to change the way we use—and talk about—money. Launched in 2017, millions of Australians have since downloaded the peer-to-peer money transfer app, and use it to pay and get paid what they’re owed.
Responsibilities:
Website UI · Illustration · Branding
Credits:
Product: Tom Mayes, Christian LaFrance, Joanna Hasse, Daniel Sempertegui
Marketing: Carmel Johan
Engineering: Drew Cunning, Ben Jelavic
Awards:
Good Design Award 2020—Gold Winner—Digital: Apps and Software
It became clear that we needed to emphasise each feature CVP, and illustration became the support act, enabling comprehension at a glance.
Brand guidelines.
Design system components in Figma, with variants across the colour palette.
I initiated a yearly usage summary that we’d share with users: payments in rewind. With a focus on both recap as well as increasing feature awareness, the goal was to balance of value & delight.
To bring this to life, I leant into the playful side of our brand—through both language & design, collaborating with Marketing.
