Tiptap — Brand, Strategy & Product Design

The BriefEl BriefEl Brief

A payment system for kids.
From nothing to everything.

Tiptap came to Brandnew as a concept: a biometric fingerprint payment platform to give children autonomy over their spending — and give parents full visibility and control. There was no name, no brand, no product, no strategy. We built all of it.

Tiptap llegó a Brandnew como un concepto: una plataforma de pago biométrico por huella digital para dar a los niños autonomía sobre sus gastos — dando a los padres control mientras les da a los niños la experiencia de independencia financiera.

The ChallengeEl RetoEl Reto

"Build a brand that a 7-year-old loves and a parent trusts completely."

"Construir una marca que un niño de 7 años ame y un padre confíe completamente."

Tiptap lives at the intersection of fintech, child psychology, and family dynamics. The product had to feel safe to parents (oversight, limits, spending reports), empowering to kids (their own money, their own decisions), and completely intuitive to both — without a card, without cash, with just a finger. The brand had to live in school canteens, on app stores, on OOH in shopping malls, and in activations at skate parks. One brand. Every context.

The Scope

"From naming workshops to OOH films to app UI to skate ramp activations — we did the works."

"Desde talleres de naming hasta películas OOH, hasta la UI de la app y activaciones en rampas de skate — lo hicimos todo."

This was Brandnew's most comprehensive engagement: deep-dive naming workshops, brand strategy, messaging architecture, visual identity, complete UI/UX for both child-facing and parent-facing app experiences, website design, stationery system, three OOH campaign films (billboard, station, elevator), and physical brand activations including a branded skate ramp deployed in Panama City. The entire brand universe — designed, produced, and deployed.

Naming

The name that explains itself.

Before the brand could be designed, it needed to be named. Brandnew ran full naming workshops — exploring hundreds of candidates across multiple strategic territories — before arriving at the name that won every room it entered.

Antes de que la marca pudiera diseñarse, necesitaba un nombre. Brandnew realizó talleres completos de naming — explorando cientos de candidatos en territorios funcionales, lúdicos y abstractos. El nombre necesitaba funcionar para niños y padres simultáneamente, viajar internacionalmente y ser apropiable como marca tecnológica.

tiptap

Naming Workshop · Panama · 2020

tiptap.

tip

The fingertipThe physical gesture: the tip of a child's finger touching the payment terminal. Immediate, tactile, biometric. The moment the technology happens — rendered in a single syllable.

tap

The payment tapThe universal language of contactless payment. Known to every parent. Intuitive to every child. The sound of money changing hands in the digital age.

tiptap

The complete actiontip + tap = the complete biometric payment action, described onomatopoeically. A name that is also an instruction manual. Pronounceable in Spanish and English — essential for Panama.

Full Scope

Every discipline.
One engagement.

Tiptap is the project that represents the full Brandnew capability stack. From the first naming workshop to the final OOH film sign-off, every deliverable was designed, produced, and deployed by the same team.

Naming

Multi-session workshops. Strategic territories. Hundreds of candidates. One winner: tiptap.

Brand Strategy

Positioning, messaging architecture, tone of voice for kids vs parents.

Visual Identity

Logo, gradient system, fingerprint mark, illustration style, icon set.

UI/UX Design

Full app design: kids dashboard, parent oversight, spending charts, savings tracker, rewards.

Website

BigKids school-facing platform. "Ahora nuestro colegio cuenta con Tiptap."

Print & Stationery

Business cards, letterhead, habladores, POS display units. Full branded ecosystem.

OOH Campaign

Three campaign films: billboard valla, metro station, elevator. Shot, designed, delivered.

Brand Activations

Branded skate ramp. "¡Me alcanza para comprarle pizza a 3 amigos!"

Visual Identity

The fingerprint as the mark.

The Tiptap identity is built on one central metaphor: the fingerprint. The three-arc icon in the wordmark is a stylised fingerprint — simultaneously the biometric gesture, the NFC/WiFi signal, and the playful energy of a child's world. It appears everywhere: stationery, app, campaign films, skate ramp.

The Gradient

"Purple to magenta to cyan — the energy of a kid who just paid for lunch."

The Tiptap gradient system is the brand's most distinctive element — deep purple moving through hot magenta to electric cyan. It references the energy and joy of childhood while communicating the tech-forward nature of the product. The gradient appears across all OOH, app UI, and campaign materials.

The Fingerprint Icon

"Three arcs. One gesture. Everything Tiptap does in a single mark."

The three-arc fingerprint mark appears as the period in "tiptap." — a period that carries the entire brand meaning. It reads as a fingerprint, a signal, a smile, a wave. In multicolour (yellow, teal, magenta), it becomes a celebration. In single colour, it's an authority mark. The most versatile element in the system.

Tiptap Purple

#5a28e8

Primary · Gradient start

Hot Magenta

#e040a0

Gradient mid · Campaign energy

Electric Cyan

#00d4e8

Gradient end · App accent

Kids Yellow

#f8d020

Fingerprint arc · Reward highlight

Teal Signal

#00c8a0

Fingerprint arc · Success state

Tiptap kids app — Santiago and Luciana, balance, spending charts

Kids App — UX Design

Money that feels like a game.

The child-facing Tiptap app was designed around one principle: money should feel real, personal, and fun — not clinical. Each child has a named account with their photo, their balance in large playful numerals, and their spending history broken down into categories they understand.

Personal account: The child's name in large gradient typography, their photo in the Tiptap frame.

Balance visible: "$20.50" — large, clear, always front. Kids know exactly what they have.

Spending donut chart: By category — Comidas rápidas, Chips, Dulces, Bebidas. Financial literacy, designed for children.

Savings rewards: "Este mes ahorraste $5.95 — Yay! :)" Positive reinforcement built into the UX.

Parents App — Oversight

Complete visibility.
Total peace of mind.

The parent-facing experience is a full oversight dashboard — every transaction, spending limits, blocked categories, fund management, and savings tracking. Designed for trust, not anxiety. Calm, clear, informative.

Estado de cuenta: Full account overview per child — balance, savings, transaction history.

Reporte de gastos: Monthly spending by category. Parents see exactly what their kids buy.

Restricciones: Block specific food categories or set daily spending limits per child.

Ahorro: Track savings goals. Celebrate milestones together.