A credit card designed to make spending feel rewarding.

The identity was designed to make the idea of saving and collecting rewards feel tangible.

Milo's reward points function almost like a second currency. Users collect them through everyday spending and can eventually redeem them through Milo's digital storefront. This idea of accumulation became an important part of the visual language, influencing everything from the use of large numerical figures to the way cards, coins and rewards were represented in the brand's communications.

We also developed the brand guidelines to define how the identity could scale across different touchpoints. Typography, colour, imagery, graphic elements and layout principles were brought together into a system that could be applied consistently without making every piece of communication feel identical.

The result was a flexible identity that could move between product, campaign and lifestyle content while retaining a recognisable Milo character.

The identity was designed to live outside the mobile app and physical collaterals too.

We worked across social media, advertising and promotional videos, using the brand system to create communications that could explain Milo quickly while still feeling engaging and distinctly Milo.

Campaigns focused on simple ideas around spending, saving and rewards, often using large numbers, product imagery and bold compositions to make the benefit immediately understandable. Promotional videos gave the identity another dimension, allowing the cards, rewards and app experience to move together rather than relying solely on static brand assets.

Across these touchpoints, the aim was to make Milo feel less like a financial service and more like a modern consumer product — something that could naturally exist in a user's wallet, on their phone, or in their everyday life.

Social media became an extension of the Milo identity — a space where the brand could be more playful, immediate and conversational.

We developed social content around the everyday moments where Milo could add value, from earning rewards on routine purchases to seeing savings build up over time. Rather than treating each post as a standalone piece, we used the wider identity system to create a consistent visual language across formats.

Bold typography, oversized numbers, product imagery and the Milo colour palette gave the content a recognisable structure, while different compositions and campaign ideas kept the feed from feeling repetitive. We also worked on promotional and advertising content designed to communicate Milo's benefits quickly, particularly around rewards, savings and the app.

The goal was to make financial content feel less like financial content — clear enough to understand at a glance, but expressive enough to make Milo feel like a brand people could actually engage with.

The mobile app is where the promise of the brand becomes an everyday experience.

I worked on the UI design for the Milo app and also consulted on the UX, translating the visual identity into a financial interface that needed to remain clear, useful and easy to navigate.

A key part of the experience was making rewards feel visible. Instead of treating points as something hidden behind a traditional rewards dashboard, the interface makes the relationship between spending, earning and redemption much easier to understand.

The visual system from the brand was carried directly into the product through colour, typography, cards, numbers and graphic elements. This helped create a consistent experience between the physical card, the Milo app and the wider brand.