ScopeLogo design
Visual designPaishache Zaad | Brand Identity
Paishache Zaad, which translates to “Money Tree” in English, is a Pune-based initiative focused on making financial literacy accessible in Marathi. Their aim is to simplify financial concepts and help people build confidence around money through clear, easy-to-understand content. Known for their fun and interactive approach, they use engaging formats to make learning about finance approachable. Alongside education, they also offer financial advisory services, guiding individuals with mutual fund investments and long-term financial planning.I worked with Paishache zaad to create their logo and other design elements that go into their visual identity. We wanted to create a visual tone that builds trust while still feeling approachable and easy to understand. Since the goal is financial literacy for a wide audience, the logo should avoid looking overly technical or intimidating. Instead, it should feel clear, friendly, and accessible.
Finance is closely tied to credibility, so the visual language needs a sense of stability and reliability. Balanced forms, clean typography, and simple, memorable shapes help communicate clarity and confidence. Because their content is interactive and educational, the identity can also carry a sense of warmth or playfulness, making finance feel less rigid and more relatable.
Given the Marathi-first approach, I also thought that the identity can be drawn from a sense of simplicity and familiarity that feels natural to its audience. The visual tone should feel grounded and human, helping the brand connect with people who may be engaging with financial learning for the first time, while still reflecting professionalism and long-term guidance.
While developing the logo, I explored multiple ways of translating Paishache Zaad, or “Money Tree,” in a literal yet simple and direct manner. The process involved experimenting with different visual interpretations of a tree while keeping the form minimal and easy to recognise. I also looked at how trees exist within Indian city landscapes, where they often grow wider and more expansive rather than tall and slender, which informed the early explorations. The final direction moved towards a simple circular form to suggest the idea of a tree in a reduced and approachable way, paired with subtle alterations to the typography to introduce a sense of movement and playfulness.
The final logo was received positively for its simplicity and relatability. It resonated with the team’s vision of making finance feel approachable, while maintaining enough clarity and confidence to work across educational content and advisory communication.