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Honestly, I didn’t expect to stay in London for so long. It started as something I thought I’d do for a while, but I ended up staying nearly ten years. At some point, I felt almost too confident and comfortable in the city. I could’ve stayed forever, but I didn’t want that. I wanted to be challenged differently, to rediscover that feeling of having a new world to explore and a new life to learn. So when the chance came to leave with Koto and start our New York office, I didn’t hesitate for a second. And here I am, two years later. Koto really made me, I joined them as a really young freelance designer, and I’m now managing the studio as the ECD. Crazy as fast it went.

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MK: Your talk at First Round this year mentioned the team sets a vision for each creative direction, can you expand on that? 

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AF: Absolutely! When we talk about setting a vision for each creative direction, it’s all about finding that perfect balance. We aim to create a big, bold vision for the brand — a visual and verbal statement that’s deeply rooted in emotion. It’s more than just choosing colors and type; it’s about crafting a narrative that resonates with both the clients and their audience. We focus on creating a series of consistent yet compelling experiences that spark the imagination and seamlessly blend function with form. It’s this approach that helps us build something truly meaningful and memorable.

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MK: What was the vision that the team landed on for the Fluz brand?

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AF: The vision for the Fluz brand was centered around the concept of “Life On Max.” This idea was about amplifying everyday life, making ordinary experiences feel extraordinary. We wanted to convey that Fluz is more than just a loyalty program or a financial app. It’s a platform that empowers people to maximize their money and enjoy life to the fullest. By positioning Fluz as a “collaborative earning app,” we emphasized the shared power of the network, where everyone benefits when one person benefits. This vision was brought to life through bold, playful design elements and a brand personality that is both empowering and aspirational.

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MK: I think one of the most striking aspects of this brand is the illustration style, how did the team land on this style and were they done in-house?

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AF: The illustration style was inspired by our core brand idea. We wanted to create a visual language that captured the surreal, larger-than-life feeling that Fluz provides to its users. The decision to use surreal, eclectic illustrations was intentional — it allowed us to visualize the amplified, almost dreamlike state of living that Fluz enables. These illustrations were crafted to stop viewers in their tracks, making them take notice and feel the impact of the brand’s message. The work was developed collaboratively, we have illustration capabilities in house, but Fluz also has the most incredible designer that could create hundreds of them (and counting) ensuring it aligned perfectly with the brand’s vision and personality, creating a cohesive and memorable experience.

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MK: There’s a big, bombastic, maximalist style to this brand, was that intentional to stand out in the space? 

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AF: Absolutely. You have to remember that thousands of new brands are created every day. As a fintech brand, you can bet that 900
of them will likely become competition. Features get copied quickly, so how do
you stand out? 

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You have to be brave. It’s about taking risks and having a bold opinion. When others are trying to fit in,
you break away. You look different, you speak differently, and you act differently.

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So, the maximalist approach was very intentional. We wanted Fluz to be bold, confident, and impossible to ignore — a true reflection of the “Life On Max” concept. This brand isn’t about blending in; it’s about making a statement. By embracing vibrant colors, a dynamic wordmark, and a visual style that’s both striking and memorable, we ensured that Fluz doesn’t just function as an app — it delivers an experience that leaves a lasting impression. This approach positions Fluz not just as another player in the cashback space, but as an unforgettable, game-changing presence.

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Internal or external, functional or immersive, emotional or expressive — whether it's a big
launch or a small update, a partnership 
or a new product, an updated feature
or a new web page, seasonal merch, 
or even a thank you card — they all need
to instantly feel like the brand you’ve built.

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MK: There’s a big focus on digital touchpoints in the case study, how important do you feel it is to have brand design carried strongly into product and digital?

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AF: In today’s digital-first world, your product is often the most significant touchpoint users have with your brand. So, it’s crucial that the brand design is not just layered on top but is deeply integrated into the digital experience. 

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Many brands often fail at keeping a thread between Marketing and Product, but it’s
crucial that the brand experience remains consistent at every touchpoint. Flexibility is key — there will be times when we need to be loud and times when we need
to be quieter.

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For Fluz, the goal was to make sure that the brand’s presence was felt throughout the app — memorable yet seamless, bold yet functional. We wanted every interaction within the app to reflect the brand’s identity, creating a cohesive experience that’s as effective as it is engaging. By aligning the brand’s vibrant visuals with an intuitive, user-friendly interface, we created something that not only looks great but also elevates the user experience, ensuring that the brand’s promise is delivered at every digital touchpoint.

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MK: What’s been your favorite reward that you’ve earned on the Fluz app?

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AF: One of the best rewards I’ve earned on Fluz was a cashback bonus from a large group purchase with friends — it felt like we were all winning together ha. That’s what makes Fluz special — the sense of collective gain that you just don’t get with traditional loyalty programs.

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MK: I read that you’ve been at Koto for 7 years! What gets you most excited about what’s next for Koto?

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AF: What excites me most about what’s next for Koto is the opportunity to keep pushing the boundaries of what brand design can do, especially as we explore new digital and interactive spaces. We’re constantly evolving, and I’m looking forward to seeing how we can continue to innovate and create work that not only looks amazing but also drives real engagement and results for our clients. I’m also really excited about the growth of our team, we’re now in five locations, all over the world, and the talent we work with everyday, the caliber of clients we work with has been exceptional. 

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To stay updated on our latest work, check out our website or follow us on Instagram: @studiokoto, koto.studio/work/fluz/, @arthurfoliard