Koto dials everyday life up to 11 in its maximalist identity system for collaborative app Fluz

Anchored in the concept of ‘Life On Max,’ the glistening, glittering, bombastic look for banking platform Fluz is beyond the realm of reality. It’s “everyday life, dialled way up.” Created by the team at Koto New York, the challenge was to communicate the power of this unique collaborative earning app in simple terms while creating a brand experience full of possibility. With their approach, Koto answers the question, “What does life on max feel like?” Equal measures ethereal, magical, and playful, it’s evocative of a world where ordinary purchases become extraordinary experiences. The stars of the show are the surreal landscapes and whimsical illustrations, resulting in a maxed-out wonderland. These, Executive Creative Director Arthur Foliard tells us, were inspired by an eclectic mix of sources, such as surrealist artists like Salvador Dalí and René Magritte, but with a contemporary twist. “The process was about finding the balance between old and new, so it felt digital and modern,” he explains. “We mixed and merged inspiration from everywhere to create something that felt right for Fluz.” But they also had to work on a functional level, forming part of a scalable world that the Fluz team could build upon and expand. Working closely with the client, Koto brainstormed the necessary parameters and categories. “On the product side, we focused on things like cards, gifting, money, hotels, travel – things tied to the cashback offer. But we also needed illustrations that told the brand story, so we brought in butterflies, hearts, birds, stars – things that felt like ‘Life on Max.’”