Truebill

Manage your finances like never before

There are a lot of users who have heard of a company named Truebill. What stood out was the number of people asking: “What is the Truebill app?”, “Is Truebill safe?”, “Is Truebill legit?”, and so on. So let’s break down this wall of misunderstandings.

Truebill is a subscription-based fintech company designed to help people manage recurring bills and take control of their financial lives. Their app allows users to easily monitor their financial health, track recurring charges, and even catch overdraft fees tied to important events.

Initially, Yahya Mokhtarzada, the company’s CEO, approached us with a request to build more trust among their customers. At that time, users were hesitant to provide financial information, which was essential for using the service. Back then, the company (formerly known as Billninja) only managed unwanted subscriptions for its users.

The company realized this challenge and needed to completely shift its image and refine its message. Below, you can see the results of our first collaboration, which drove meaningful gains in brand loyalty and awareness.

Starting a second round of the brand refreshment

After some time, our client came back with a new challenge. As the company grew, Truebill expanded from handling unwanted subscriptions to managing nearly every bill and aspect of its users’ financial lives. Having worked with our branding agency before, they trusted us to help them refresh the brand once again, since the existing identity no longer reflected the scale or maturity of the product.

At the very beginning, our brand development team reviewed the values, mission, and overall message of the company. We worked through several research phases and multiple design iterations to build out the essential brand guidelines for Truebill.

Our San Francisco branding studio then began sketching concepts at different levels of fidelity. Each concept represented a unique direction for the new brand identity.

The initial results included a series of potential logos and supporting brand guidelines. Each logo referenced the shape of a banknote and other visual cues connected to bills and finance. The client was satisfied with the early directions but felt there was room to refine further.

More improvements are on the way

Our client saw clear progress in their brand image but felt something was still missing. Together, we analyzed what they wanted the final outcome to achieve and how users should perceive it.They pointed out what worked best: the capital “T,” the simple shapes, and the subtle resemblance to a banknote. But they also asked for adjustments: smoother curves and edges, a wider typeface with more visual presence, and a stronger emphasis on the “T” mark. All of these refinements tied directly to the brand’s mission of simplifying financial management and creating a sense of trust.

Pushing the brand towards its success

To finalize the work, the client wanted the new logo perfected through shorter, more focused iteration cycles. We revisited the concept, polished the design, and refined the balance between metaphor and function.

Through this close collaboration, we developed a logo and identity system that aligned perfectly with Truebill’s business needs and brand values. The new logo was rolled out across nearly every digital and physical asset of the company.

As a result, after several years, Truebill was acquired by another fintech company for a substantial sum. From the very beginning to this successful outcome, our collaboration helped the company strengthen its brand and achieve remarkable growth.