Identity and design system for Cash App’s banking benefits.

At the center is a simple, iconic graphic device derived from the iconic Cash App keypad—used as both a functional indicator within product and a flexible branding element across surfaces like web and email. This dual role allows the system to remain consistent while adapting across contexts.

The identity is supported by an expansive, multidisciplinary illustration system, adding range and expression around a tightly defined core—balancing clarity with visual depth.