The Next Now: Behind the Brand with Noah & Koto
Over several months Noah and Koto partnered closely to reimagine what a modern fintech brand could be. From early concept work to final design this was a deeply collaborative process shaped by energy, trust and a shared ambition to build something bold. In this interview we look back on the creative journey that led to Noah’s new identity.
What first drew you to the Noah project — what felt different or exciting?
I’ve worked with a lot of early-stage startups over the years, and I’ve found you can quickly tell which ones mean business. They create an impression. In Noah’s case, that impression was all about energy—pure, positive energy. We always want to work with the world’s most exciting startups, and Noah fit that description perfectly.
When we first sat down together, what stood out about Noah’s mission and the problem we’re solving?
The name was the first thing that caught my attention. It was full of meaning, brave, and gave us a lot to work with. So many early-stage startups don’t have a strong name, so this was a refreshing change—especially in a category that can feel quite vanilla at times. Beyond that, the founding team’s enthusiasm for the space and its potential was infectious.
How would you describe the creative challenge we took on together in this rebrand?
For me, the creative challenge had three parts. First, to pitch it right so that both audiences with deep knowledge and those just learning about stablecoins could see it was for them. Secondly, it needed to stand out—this is a noisy space where differentiation is essential. And thirdly, it had to be compelling, grabbing people’s attention and converting that into engagement with the product.
Creative Process
Where did you start — what were some early concepts or directions you explored?
With such a rich name, we started by really exploring its meaning and how we could bring it to life in the brand. We looked at more literal interpretations like waves, and more abstract notions like freedom. In each direction, our aim was to create distinctive icons at the heart of the brand. We believe a great brand has a strong foundation, so it was important to crack a solid logo and a clear visual style from the outset.
How did the concept of “Set money free” and “Deliver the next now” come to light?
Both of these slogans came out of our strategic thinking. We considered the potential audiences, the wide range of understanding around stablecoins, and our desire to capture people’s imaginations. When creating verbal identity, sometimes phrases arrive organically in the creative process; other times we write, refine, and riff until we land somewhere that feels right. It’s rarely a lightning bolt moment—more often, ideas gain traction and build momentum with stakeholders over time, which reflects their strength. We believe “Set Money Free” does a great job of capturing the power of Noah in a memorable, ownable way.
Were there any creative tensions or forks in the road that helped shape the final outcome?
We always work with options—it’s how we make sure we’ve explored a range of approaches instead of locking into one idea too soon. Each route is purposefully different. In this case, we looked at logos that were softer and almost retro, as well as more futuristic ones. The big fork in the road came when we discovered cuneiform—the wedge-shaped characters used in the ancient writing systems of Mesopotamia, Persia and Ugarit. From the outset, it felt like an incredibly rich source of inspiration, with huge potential. Having an idea like that in play makes the project more exciting for everyone involved.
Design Choices
Can you walk us through the thinking behind the new logo?
After landing on cuneiform as a source, we explored a number of ways to bring that idea into a modern form—something that would work as a bold, recognisable logo for a 21st-century company. We wanted a mark that felt progressive, suggesting the strength of the business, while also being highly usable across all formats—large and small, digital and physical.
What were we intentionally leaving behind from the old identity — and what, if anything, did we carry forward?
Because Noah is such a young company, there wasn’t much that we felt needed to be carried forward. This was a rebrand in the truest sense—an opportunity to create something from the ground up that could take the business to the next level.
How did we arrive at the colour system and type choices? What story do they tell when used together?
A visual brand is the sum of its parts, and they need to work in harmony. We always develop elements in tandem to ensure cohesion, while also pushing for standout moments. For Noah, there’s a boldness in the idea of “Set Money Free”, so a strong, eye-catching colour was key to helping that message land. Typographically, we chose something refined and elegant—easy to read, visually stylish, but with a bit of edge
Working Together
What made this collaboration unique for you? How did we build creative trust along the way?
Everyone at Noah really cares about the brand—which is brilliant, but also brings its own challenges. As an agency, we always want to keep our clients happy, so we invested a lot into the collaboration to bring the brand to life in the right way. It’s not every day you get passionate feedback from someone in the legal team, for example—but I think that just shows how deeply bought-in everyone was.
Was there a turning point in the process — a moment when things really clicked?
I’d say discovering the cuneiform idea was a real turning point. It was a moment where both Koto and Noah got behind the same concept, and that alignment created great momentum for the project.
How would you describe the dynamic between the Noah team and Koto throughout the project?
Noah is a company full of energy—that comes from the leadership and filters down through the team. We worked quickly and iteratively to match that pace and keep brand momentum in step with a company that’s clearly in a hurry.
Looking Back
What’s a detail or decision in the new brand that you’re particularly proud of — even if it goes unnoticed?
Honestly, I’m not sure there’s a single one I’d point to. The whole outcome is something we’re proud of.
If you had to describe the new Noah brand in three words, what would they be?
Bold, Inspirational, Ambitious.
How do you hope people feel when they encounter this new brand for the first time?
That it stands out. That it demands their attention. That it takes them on a journey of discovery about this company and what it’s trying to achieve.
Wrap-Up
What’s something you learned or loved through working on this project?
We’re all really happy with the outcome—and for me, that’s the most important thing. We delivered on what we promised.
What advice would you give to other fintechs or infrastructure startups thinking about a rebrand?
Make sure you collaborate with your agency or creative partners. Everyone has ideas in a process like this, and even if you haven't been through it before, sharing those ideas will only make the outcome richer.