Deep Change™ is a cashback app with a difference.

Created for a generation of conscious consumers, the app transforms everyday purchases into positive impact by funding the removal of plastic from the ocean.

Our role spanned naming, visual identity, website and product design. We set out to create something that felt as inspiring as the change it fuels.

We created a name and visual world that felt optimistic, modern and empowering, something that could disrupt fintech and purpose-driven spaces while also appealing to our eco conscious, tech savvy target market.

The Approach
The name Deep Change™ captured the brand’s belief that impact starts beneath the surface. Change took on a double meaning, representing both the monetary element and the deeper transformation sparked by small, conscious actions. Because real change doesn’t happen on the surface.

The app experience itself was designed to be effortless. Users only need to sign up once, after that, every purchase automatically contributes to ocean clean-up efforts. This simplicity became part of the brand’s DNA and its tagline: One sign-up, endless impact.

The colour palette drew inspiration from the depths of the ocean: dark purples and deep blues shifting like light underwater, symbolising depth, renewal, and possibility. Visually, the identity centred on 3D coral illustrations, representing the beauty and life that flourish when small positive actions accumulate. The logo carried an underwater aesthetic, with kinetic textures and flowing motion which is also reflected across the app interface. Metaphors for growth, generosity, and positive disruption.

The Outcome
The result is a brand that feels bold, alive, hopeful, and deeply human. Deep Change™ launched with a name and identity that resonates emotionally, paired with an app experience that makes giving back feel effortless.