The brand strategy of elleXX - of which I am a member of the founding team - includes the realization from studies that 82% of women do not feel addressed by the tone of banks. We want to change that. Close the Gaps! We want to shake things up, question old structures and enrich women! 

 

The ellexx brand tells a story, reflects a vision, expresses attitude and character. Design plays an important role in this, it creates authenticity, expresses appreciation and ultimately creates trust in the community. 

 

We want to move away from traditional investment apps towards a more emotional and female-oriented design language. We question conventional attributes of the financial industry and create an experience that inspires women to take their finances into their own hands.