Background

Jenius is SMBC Bank's flagship digital banking platform, built to help people manage and grow their money without the usual friction. It's earned real trust with young, mobile-first Indonesians, and that put pressure on the brand to hold together everywhere customers touch it: the app, the ads, the card itself. Leo Burnett Indonesia and Visious Studio brought us in to build a custom typeface for that identity, something intuitive, flexible, and unmistakably modern.

Brief

The brief asked for a typeface that could represents Jenius's mobius identity without losing its own personality. It needed some edge, modern rather than generic. It also had to work outside the screen, in ads and printed materials. That's the part of the brief that mattered most: build something familiar enough to disappear into a card, out-of-home banner, printed materials, and still read as Jenius when someone glanced at it.

Delivery

Jenius Sans is a compact, contemporary sans serif built for clarity first. The letterforms stay clean at small screen sizes, and the spurless n and u give it a slightly tech-forward. Character spacing holds steady across the whole family. That matters more than it sounds: a dense app screen and a single word on a billboard are testing the same letters at wildly different sizes, and the brand has to look like itself in both.

Getting the balance right took trial and error, not a formula. The typeface had to scale from tiny UI labels to headline-sized ads without turning into two different fonts. What it became is a flexible base for the Jenius brand, built to grow with the product and stay legible as more people use it.