Monzo's Creative Leaders on Design-Led Growth and New Brand Platform

Monzo, a challenger bank in the UK, has transitioned from a small startup to a prominent financial entity, boasting more than 16 million customers. The bank's distinctive 'hot coral' branding is integral to its identity. In a conversation with Rob Alderson for It's Nice That's 'In House' column, chief design officer Vuokko Aro (in position since 2017) and creative director Coral Garvey (since 2024) reflected on the bank's creative journey. They unveiled the new 'Get busy living' brand platform, developed with BBH London, featuring work directed by Daniel Wolfe and an OOH campaign captured by Elliot James Kennedy. The campaign incorporates classic tracks like The Who's 'Baba O'Riley' and Wheatus' 'Teenage Dirtbag' for emotional resonance. Aro highlighted the significance of customer focus, teamwork, and psychological safety in fostering creativity, while Garvey emphasized cultural sensitivity, empathy, and a robust work ethic. They also discussed Monzo's remarkable growth, including a record-breaking crowdfunding achievement of £1 million in just 96 seconds in 2015 and the recent advertising takeover at Piccadilly Circus. The creative duo offered insights for aspiring senior creatives, advocating for emotional regulation, problem prioritization, and a balance between practicality and quality.