TRACEY · THE BRAND WORLD
Every cedi.
Zero stress. 👀
Tracey is your money bestie on WhatsApp. One bold T with two eyes, a dark forest home, one loud green and a little cheek. This is how it all looks, moves and sounds.
Meet the brand01 / THE IDENTITY
One T.
Two eyes, always watching. 👀
Tracey’s mark is one bold T with two eyes peeking over its bar: the first letter of the name, and the face people chat with. Nothing to decode, everything to recognise.
The signature
On green
The quiet one
Clear space and minimum size
- Clear space
- x = the height of the eyes, on every side.
- Wordmark minimum
- 80px wide on screen, 20mm in print.
- T tile minimum
- 16px, the favicon size.
Do this. Not that. ✅ ❌
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Do: White on forest, ink on light.
The default pairings. Forest is home, so white Tracey comes first.
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Do: Ink on green.
On Signal green the T is always ink, never white.
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Don't: Don't recolour Tracey.
Ink, white, or ink on green. Never a new colour.
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Don't: Don't remove the eyes.
Without the eyes it is just a T. The eyes are Tracey.
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Don't: Don't stretch or squash.
Scale it evenly, always.
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Don't: Don't add effects.
No shadows, outlines, gradients or glows.
👀 Tracey is animated: the eyes blink, watch, read, and react. See chapter 04.
02 / COLOUR
Forest is home.
Green means you. 💚
Forest is the dark room Tracey lives in. Signal green is you: your bubbles, your buttons, your wins. Mint softens, ink speaks. That is the whole palette.
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Signature fill
Signal green
Green means you: your chat bubbles, buttons, highlights and wins.
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Home
Forest
The dark room Tracey lives in. Backgrounds, covers, the app icon.
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Highlights, surfaces
Mint
A soft box behind the words that matter most.
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Text, the T on green
Ink
The serious half. Words you read and the mark on green.
THE FULL SCALE
Soft enough to rest on.
Loud enough to celebrate.
Tap any swatch to copy its hex. 📋
Text on green is ink or forest.
Never white. White on Signal green is too faint to read.
Sort 12 paymentsMain buttons are ink.
Ink with white text does the everyday work. Green is saved for wins.
Upload statementHighlights are mint.
A soft box behind the words that matter most.
See where your cedis go.
03 / TYPOGRAPHY
Loud for the big numbers.
Easy for everything else. 🔤
Two free families. One with attitude for headlines and totals, one that makes every amount effortless to read.
Know where
every cedi goes.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
GHS 4,230
₵ 0123456789 % ! ?
Plain words.
Exact numbers.
Regular 400. Your statement is in.
Medium 500. 12 payments to sort.
SemiBold 600. GHS 2,052.00 to Judith.
Bold 700. Upload statement.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Hierarchy
- H1
- Here's where your cedis went 👀
- H2
- Who you sent money to ₵
- Amount
- GHS 2,052.00
- Body
- Transport took 31% of your spending. Bolt, trotro and fuel, mostly.
- Caption
- 4 transfers · last on 28 October
04 / MEET TRACEY
Tracey reads your statement
so you don't have to. 🤖
Tracey is the friend who actually reads your MoMo statement, tells you the truth with a bit of flavour, and helps you do something about it. Same voice as the brand, more gears.
Tracey
Your money bestie on WhatsApp, and inside the Tracey web app
- Personality
- Warm, cheeky, always on your side 💚
- Superpower
- Reads a whole month of MoMo in seconds ⚡
- Speaks
- Plain English with a little Ghanaian flavour: "eii", "charle", "you dey spend oo"
- Never
- Makes up a number, judges the person, or gives investment advice
Seven moods. The eyes do the talking.
- Chilling
- Got a message
- Reading
- Typing
- Done
- Roast
- Hype
Four modes. One Tracey.
Plain
The default. Friendly, punchy, straight to the number.
"Food was GHS 931 in October, 22% of your spending 🍗"
Roast
Ask for it and Tracey goes in. Savage about the spending, never the person, then one useful nudge.
"9 bets, GHS 480. The odds are not odds-ing 💀"
Hype
When you did well, Tracey gasses you up like your proudest friend.
"Food down GHS 210 on September. Charle, that's growth 🫡"
Coach
Limits, savings and next steps. Calm, specific, no lectures.
"Cap betting at GHS 100 and you keep GHS 380 in November."
roast my spending
Eii. GHS 480 on SportyBet in October. That's 3 weeks of trotro, gone in 9 bets 💀 One nudge: cap it at GHS 100 next month and keep GHS 380.
did I do well this month?
Charle, you cut food by GHS 210 vs September 🫡 Transport's still the big one at 31%, but this is a real win. Keep it going.
help me spend less on transport
Bolt was GHS 640 of your GHS 1,311 transport 🚗 Swap 2 rides a week for trotro and that's about GHS 250 back. Want a GHS 1,000 limit for November?
how much did I earn in October?
I only track where your money goes, not what comes in 🙏 Want to see your top 3 spends for October instead?
Tracey can 🙌
- Answer anything about your spending, in your own words
- Compare months: "is that more than September?"
- Sort uncategorised payments, and remember who people are
- Set a limit and check it on your next statement
- Undo its last change
- Hear voice notes on WhatsApp 🎤
Tracey won't
- Invent or round a number to sound good
- Talk about income or balance (Tracey tracks spending only)
- Give investment, loan or betting tips
- Shame anyone for what they spend on
- Delete anything without asking first
- Pretend to be a person
WHERE TRACEY SHOWS UP
Everywhere you need a second opinion.
- On WhatsApp, firstText or voice note the Tracey number. Tracey answers from your statements.
- Ask Tracey in the web appA full chat with suggestion chips, history and links into your transactions.
- NotificationsOne line, one number, one emoji. "Fridays are your priciest day 👀"
- Card captionsThe line under every insight card is written in Tracey's voice.
TRACEY STARTERS
Tap one and go.
- Roast my spending 🔥
- Am I broke? 💀
- Where did my money actually go? 👀
- What's draining my money? 😭
- Hype me up, did I do well? ✨
- One thing I should cut 🫡
- Compare with last month 📊
- Sort my payments 🗂️
05 / THE VOICE
A money bestie
with receipts. 🧾
Warm, cheeky, always on your side, and dead serious about the numbers. A little Ghanaian flavour is welcome ("eii", "charle", "you dey spend oo"), sprinkled, never forced.
-
01
Real talk, not bank talk.
If a friend would not say it over waakye, we do not write it.
WE SAY"You sent Judith GHS 2,052 this month 👀"
WE DON'T SAY
"Your outbound peer-to-peer remittance volume has increased." -
02
Cheeky, never mean.
We roast the spending, never the person. Then we help.
WE SAY"The odds are not odds-ing 💀 Cap it at GHS 100?"
WE DON'T SAY
"You have a gambling problem." -
03
Numbers are sacred.
Personality lives in the framing. The figures are always exact.
WE SAY"GHS 480 on SportyBet. 9 bets."
WE DON'T SAY
"You spent like a million cedis on betting lol" -
04
Short and sure.
One idea per line. No hedging, no lectures.
WE SAY"Transport took 31%. Biggest spend by far."
WE DON'T SAY
"It may potentially be worth considering your transport habits."
See where your cedis actually go. 👀
Know where every cedi goes. ₵
06 / TRACEYMOJI
Our own emoji.
Meet Traceymoji. ✨
Tracey’s faces and Ghana’s money moments, drawn in our style. They are our emoji on the web and in the app, and a sticker pack people add to their own WhatsApp. In plain WhatsApp text, Tracey still uses normal emoji, never 💸.
- Roast me
- Hype!
- Eii!
- Fees again
- Gotchu
- Payday far
- Money love
- Who sent this?
- Cedi
- Cedis flying
- MoMo sent
- Payday!
- Fees bite
- Broke week
- Bet slip burn
- Trotro gang
Plus the everyday emoji we use most.
- Look at thisReveals and insights
- Money movingSpending, transfers, totals. Never 💸, it shows a dollar.
- Roast modeTracey roasts, streaks
- We are deceasedPainful spends (lovingly)
- Done and dustedUploads, sorting finished
- Nice oneFree, nothing to do, wins
- Glow upHype mode, AI suggestions
- RespectGood habits, cutting back
- It hurtsDrains and fees
- The receiptsStatements, transactions
Yes, add one 🙌
- Page headings
- Empty states
- Progress steps
- Celebrations and wins
- Tracey's replies (one or two)
- Stickers and social posts
No emoji, ever
- Error messages
- Payments and money actions
- Deleting data or closing an account
- Confirmations
- Legal pages
- Buttons
CATEGORY EMOJI
Every category has a face.
- Food
- Transport
- Transfers
- Airtime & data
- Utilities
- Shopping
- Health
- Fun
- Rent
- Savings
- Education
- Family & gifts
- Not sorted yet
07 / TRACEY ON WHATSAPP
No app? No wahala.
Just send the PDF. 💬
Tracey is WhatsApp-first. It lives where Ghana already chats: send your MoMo statement to the Tracey number and get your month back as ten swipeable cards, with Tracey on hand by text or voice note. The web app is the companion, for going deeper.
Tracey
typing…
Eii, your October statement 🙌 Here are your 10 cards 👇
What next? 👇
🗂️ Sort 12 payments🔥 Roast mehow much on food?
GHS 931 in October, 22% of your spending 🍗
- 1Send your statement 📄Download it from MoMo and share it to the Tracey number. No sign-up.
- 2Tracey reacts ⏳ then ✅An instant reaction shows we're on it, then a green tick when it's done.
- 3Ten cards land 🎉Total, top category, top person, biggest spend, priciest day, fees, small spends, the roast, where to save, full picture.
- 4One tap to sort 🗂️Unsorted payments become a few quick questions, grouped by person.
- 5Ask Tracey anything 🎤Type or send a voice note. Tracey answers from your own numbers.
- 6Go deeper on the web 💻One tap from any card opens the web app with the same number: full history, editing, every transaction.
How Tracey behaves on WhatsApp.
- Reply in 2 seconds ⚡Every message gets a reaction straight away, even if the answer takes a minute.
- No dead ends 👉Every message ends with buttons or one clear next step.
- Pictures before paragraphs 🖼️Numbers go on cards. Text is for one line of context.
- One voice 💚WhatsApp sounds exactly like the app and Tracey. Same emoji rules.
- Kind when things break 🙏Say what happened and what to do next. Never a silent failure.
- WhatsApp first, app second 📲Anything you can do in chat, do in chat. The web app is for deep dives, editing and history.
- We message first, rarely 🔕A monthly reminder, opt-in tips, and STOP works instantly.
Tracey
Send your MTN MoMo statement. Get your money story. 👀
08 / THE PERSONALITY
Small stickers.
Loud opinions. 📣
For laptops, phone cases, water bottles and WhatsApp. Same rules as always: ink on green, green on forest, white on ink.
- Where did my cedis go? 👀
- Every cedi counts.
- Roast me 🔥
- The odds are not odds-ing 💀
- Sorted ✅
- Tracey said what 😭
- Ask Tracey.
- Budget? In this economy?
- Trotro > Bolt 🚐
10 / THE PATTERN
A trail worth
repeating. 🔁
The trace line and its dots, set in a calm, staggered rhythm, like money moving across a month. Two colourways, one repeat.
11 / IN THE WORLD
From your lock screen
to the trotro window. 🚐
The same simple system holds up anywhere. One line, one green, and a little cheek.
12 / THE COMPLETE COLLECTION
The whole
Tracey world. 🌍
Every piece on this page, and the files to make more.
- The identity06The Peek T, the lockup and the app tile.
- Colour12Four core colours and the full scale.
- Type02Bricolage Grotesque and Figtree.
- Tracey07Seven moods, four modes, what Tracey will and won't do.
- Voice04What we say, and what we never say.
- Traceymoji16Tracey faces and Ghana money moments, plus the emoji rules.
- WhatsApp06The flow and how Tracey behaves in chat.
- Stickers10Small stickers, loud opinions.
- Social06Cards for WhatsApp, Instagram and TikTok.
- In the world03Lock screen, billboard and trotro.
Identity essentials
Today's wordmark and app tile, as SVG and PNG. Files for the new mark land here when it's final.
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App icon, forestWhite T on forest SVG (download App icon, forest) PNG (download App icon, forest) -
App icon, greenInk T on green SVG (download App icon, green) PNG (download App icon, green) -
Tracey mark, whiteFor dark backgrounds SVG (download Tracey mark, white) PNG (download Tracey mark, white) -
Tracey mark, inkFor light backgrounds SVG (download Tracey mark, ink) PNG (download Tracey mark, ink)
09 / THE SOCIAL SYSTEM
Made for the feed.
Built to be screenshotted. 📸
Big numbers, one highlight per post. Square for the feed, 4:5 for carousels, 9:16 for Status and Stories. Recognisable mid-scroll.
The best budget is the one you actually look at.
5 money drains every Ghanaian knows. 😭
MoMo fees add up. ₵
Lots of small sends add up. One bigger send a week saves about GHS 40.
GHS480
on SportyBet. The odds are not odds-ing 💀
108
payments. Tracey sorted them in 30 seconds. ⚡
Where my cedis went this month 👀