.svg)"
],
"components": [
"chip",
"inline_link"
]
},
{
"name": "Disclaimers",
"summary": "Neutral band holding one white rounded card of numbered footnotes in small Inter.",
"ground": "#EDEFEB",
"desktop": "y8853-9588, padding 56. Card x100-1340 y8946-9493, radius 28, padding 38, white. Ordered list (bold numerals 1, 2, 3 inline) Inter 16/24 #454745, items 28px apart; links (Program Agreement, www.FDIC.gov) Inter 600 #163300 underlined",
"phone": "Card x16-374 y9831-11118 (1287 tall), radius 24, text at x48 (32 inset), 294 wide, from y9863; Inter 14/22 #454745; item 1 8 lines, item 2 40 lines (including its two blank lines), item 3 5 lines; 24px between items",
"anatomy": [
"Three numbered footnotes; the numeral is bold #0E0F0C inline before the text. Desktop text x138, 1165 wide, Inter 16/24; items at y8984, 9060, 9400 (28px apart)",
"Footnote text below is a PARAPHRASE written for this book: it keeps the meaning of Wise's own footnotes (same facts, figures, bank names, dates and links) in different wording, and its length is matched so it sets in the measured line counts at Inter 16/24 in the 1165px measure (and 14/22 in 294px on phone). Set it as given, in full: never truncate it, never add an ellipsis, never add a claim of your own, and never reserve empty height. Mark it in the HTML source with a comment ",
"1 (PARAPHRASE, 2 lines desktop, 8 phone): \"How quickly a transfer arrives depends on funds being available, on approval by Wise’s own verification system and on our banking partners’ systems being available, so the speed shown may not apply to all transfers. On average, 77% of transfers arrive in under 20 seconds and 95% within 24 hours.\"",
"2: one item of 13 lines desktop / 40 phone: an 8-line paragraph, a blank line, a 1-line sentence, a blank line, a 2-line paragraph (desktop; phone 29 / blank / 3 / blank / 6). Paragraph 1 (PARAPHRASE, 8 lines desktop): \"FDIC insurance is pass-through insurance provided through our current program bank (Wise is not a bank). The current Program Bank is JPMorgan Chase Bank, N.A.; Appendix 1 of the Program Agreement carries the most up-to-date list of Program Bank(s). Eligible customers have to opt in to the interest feature before they earn interest. Once they do, the balance of the USD funds held in their Wise Account is “swept” into an account insured by the Federal Deposit Insurance Corporation (“FDIC”) at one or more participating banks (each of them a “Program Bank”), which will hold those deposit funds. For the complete list of Program Banks, see Appendix 1 of the Program Agreement. Whether FDIC deposit insurance is available for the deposit funds depends on certain conditions; for more on FDIC insurance coverage, visit www.FDIC.gov. Customers are responsible for keeping track of their total assets at each of the Program Banks to work out how much FDIC insurance coverage is available to them under FDIC rules. The Program is not meant to be a long-term investment option, a checking or savings account, an investment contract or a security.\" Link \"Program Agreement\" (first mention, line 2) and \"www.FDIC.gov\" (line 6) in Inter 600 #163300 underlined. Sentence (PARAPHRASE, 1 line): \"No minimum balance is needed to earn the advertised APY. Fees may reduce what you earn.\" Paragraph 3 (PARAPHRASE, 2 lines): \"For customers who opt in to interest on EUR and GBP, the FDIC pass-through insurance from our program bank covers up to the equivalent of 250,000 in total across the combined USD, EUR and GBP balances (together, the “Eligible Balances”).\"",
"3 (PARAPHRASE, 2 lines desktop, 5 phone; the date as the US page shows it): \"Annual Percentage Yield (APY): every rate shown here is accurate and expressed as an APY as of 9/17/2026. The rate can change after the account is opened. See the Program Agreement for details.\" with \"Program Agreement\" linked",
"The card height then comes from the text, as on the site: desktop card y8946-9493 (547 tall: 38 top padding, items at y8984 (2 lines), 9060 (13 lines) and 9400 (2 lines) with 28px between items, last line ending y9448, then 45 to the card bottom), phone y9831-11118 (1287). Never min-height on this card"
],
"components": [
"panel_white"
]
}
],
"footer": {
"summary": "Neutral #EDEFEB footer continuing the disclaimer band: three link columns, a hairline, the large wordmark with five social icons, three columns of legal links, then copyright and regulatory text.",
"ground": "#EDEFEB",
"anatomy": [
"Container x94-1346. Columns at x94, x530, x966 (436 apart), headings Inter 600 18/26 #0E0F0C from y9644, links Inter 400 18/26 #163300 every 45px from y9687: each link a 44.8px-tall block, so Resources' 7th link (Feature availability) starts y9956 and Company and team's 9th (Reviews) y10045; measure these with Playwright, the r3 build drifted 10px tight by the 7th row",
"Column 1: Products (Wise Personal, Wise Business, Wise Platform), then at y9878 Wise Personal (Wise account, International money transfer, Large amount transfer, International debit card, Receive money, Assets)",
"Column 2: Resources (Currency converter, International stock ticker, SWIFT/BIC codes, IBAN codes, Rate alerts, Compare exchange rates, Feature availability)",
"Column 3: Company and team (Company and team, News and blog, Security, Press, Careers, Investor relations, Our mission, Affiliates and partnerships, Reviews), then at y10146 Help (Help centre, Service status)",
"Hairline 1px #0E0F0C at 12% across x94-1346 at y10336, then 56px padding",
"Logo row y10393: wordmark 165x38 #163300 at x94 (assets/wise-logo-forest.svg); right-aligned social icons #163300, about 32px: Facebook x1070, X x1131, Instagram x1194, YouTube x1252, LinkedIn x1313",
"Legal links, 3 columns, rows y10488 / 10533 / 10578: Legal, Research privacy policy, Modern slavery statement (col 1); Privacy policy, Complaints, Accessibility (col 2); Cookie policy, Country site map, Intellectual property (col 3)",
"Copyright \"© Wise US Inc 2026\" Inter 16/24 #0E0F0C at y10679",
"Regulatory paragraph at y10721: ONE spanning the full 1252px footer container (x94-1346; never a narrower measure), Inter 16/24 #0E0F0C, 6 lines = 4 lines of text + a blank line + the line \"*Lead Bank and Community Federal Savings Bank.\" (the site separates them with
inside the same paragraph); \"most states\" bold underlined. Text: \"Wise is a Money Service Business (\"MSB\") registered with FinCen, not an FDIC-insured bank. It is authorized to operate as a MSB in most states. In other states, the program is sponsored by Community Federal Savings Bank, to which we’re a service provider. The Wise Multi-Currency Card Program is issued by Wise’s sponsor Bank(s)*, member(s) FDIC. pursuant to licensing by Visa® U.S.A. Inc. The Wise Multi-Currency Card is available to eligible consumers and commercial entities. Not available in all countries. Fees vary based on type of transaction. T&C apply.\"",
"Then a separate 1-line paragraph at y10884, full 1252 width: \"All investment services are provided by the respective Wise Assets entity in your location.\" (link: entity in your location); page ends y10983",
"No postal address or phone number appears in the footer"
],
"phone": "One column at x16: headings Inter 600 15.27/24 #0E0F0C at y11246 (Products), 11455 (Wise Personal), 11783 (Resources), 12152 (Company and team), 12601 (Help); links Inter 400 15.27/24 #163300 every 40px starting 40px below each heading (link boxes x8, 40 tall, text at x16); hairline; logo 141x32 at y12818; social icons in a row at y12883 (x16, 73, 132, 186, 244); legal links one column every 40px from y12970 to 13290 (Legal, Privacy policy, Cookie policy, Research privacy policy, Complaints, Country site map, Modern slavery statement, Accessibility, Intellectual property); copyright Inter 14/22 at y13379; regulatory paragraph 14 lines at y13417 (Inter 14/22, 358 wide, including the blank line and the *Lead Bank line); the investment-services line block (2 lines) at y13741; page ends y13849"
},
"dark_ground": {
"secondary_button": "on Forest #163300 the button is Bright Green #9FE870 filled with a #163300 label (View on Trustpilot); never an outline",
"link": "#9FE870",
"muted_text": "#9FE870 (the testimonial cards use Bright Green for both quote and author; no grey on Forest)",
"hairline": "not used on dark grounds on this page",
"logo_variant": "Bright Green wordmark on Forest Green (assets/wise-logo-bright-green.svg), per the guide's primary colour versions"
}
},
"bands": [
{
"label": "Nav",
"ground": "#9FE870",
"content": "logo, Personal/Business/Platform, EN/Help/Log in/Sign up",
"desktop": "y0-76; logo 88x20 at x94 y28; links Inter 600 16",
"phone": "y0-67; logo, Sign up pill, hamburger; 1px hairline",
"anatomy": [
"same green as the hero",
"not sticky"
]
},
{
"label": "Hero",
"ground": "#9FE870",
"content": "Wise Sans H1 2 lines, subtitle, Sign up, white calculator card",
"desktop": "y76-1247; H1 y151, subtitle y320, CTA y442, card 515x644 at y546",
"phone": "y67-1188; H1 3 lines at 131, CTA full width at 398, card 360x662 at y478",
"anatomy": [
"centred stack",
"calculator is the hero visual"
]
},
{
"label": "Flags strip",
"ground": "#9FE870 top half / #FFFFFF bottom half",
"content": "7 circular flags + arrow pill",
"desktop": "y1247-1335, 88px discs",
"phone": "y1188-1238, 50px discs, no pill",
"anatomy": [
"straddles the green/white seam"
]
},
{
"label": "Benefits",
"ground": "#FFFFFF",
"content": "3 icon columns + rounded video frame with Sent pill",
"desktop": "y1335-2334; columns 338 wide; video 1240x651 radius 28",
"phone": "y1238-2310; rows at 1287 / 1461 / 1635 (174 pitch); video 358x477 at 1833",
"anatomy": [
"72px neutral icon avatars",
"icons mass-payout / switch / headset"
]
},
{
"label": "Pricing comparison",
"ground": "#EDEFEB",
"content": "H2, lead, CTA, comparison card with 4 bars",
"desktop": "y2390-3506; card 1092 wide radius 30 + soft shadow",
"phone": "y2359-3612; card full bleed y2735-3437",
"anatomy": [
"bar length = amount received",
"heading ink #0E0F0C, never #163300"
]
},
{
"label": "Products",
"ground": "#FFFFFF",
"content": "H2, lead, CTA, 3 neutral cards",
"desktop": "y3506-4500; cards 395x533 radius 28",
"phone": "y3612-5515; cards at 3945 / 4425 / 4906",
"anatomy": [
"outlined buttons in cards",
"heading ink #0E0F0C, never #163300"
]
},
{
"label": "Security",
"ground": "#FFFFFF",
"content": "photo left, H2 + 3 rows + CTA right",
"desktop": "y4556-5295; photo 555x739",
"phone": "y5564-6721; text then photo at 6244",
"anatomy": [
"rows split by 12% hairlines",
"heading ink #0E0F0C, never #163300"
]
},
{
"label": "Testimonials",
"ground": "#FFFFFF",
"content": "Wise Sans H2 + arrows left, Forest quote cards right",
"desktop": "y5351-5949; cards 392x542 bleeding off the right",
"phone": "y6769-7543; cards 277x445 at 7098 scroll sideways",
"anatomy": [
"Bright Green text on Forest",
"heading ink #0E0F0C for the H2 on white, never #163300"
]
},
{
"label": "Business",
"ground": "#FFFFFF",
"content": "photo left, H2 + Try demo + Learn more right",
"desktop": "y6006-6858",
"phone": "y7591-8526; text then photo at 8001",
"anatomy": [
"amount pills baked into the photo",
"heading ink #0E0F0C, never #163300"
]
},
{
"label": "App download",
"ground": "tapestry photo",
"content": "white card: H2, QR box, store badges",
"desktop": "y6914-7829; card 1252x690 radius 38",
"phone": "y8574-9034, 460 tall; no QR",
"anatomy": [
"ground = assets/tapestry-video-frame0.jpg (warm red-pink), never tapestry-01.jpg",
"heading ink #0E0F0C, never #163300"
]
},
{
"label": "Coverage",
"ground": "#EDEFEB",
"content": "Inter H2, chips, 20 flag links in 5 columns, show-more",
"desktop": "y7829-8853",
"phone": "y9034-9750; only 4 links at rest",
"anatomy": [
"the one sentence-case Inter H2 on the page",
"heading ink #0E0F0C, never #163300"
]
},
{
"label": "Disclaimers",
"ground": "#EDEFEB",
"content": "white card of numbered footnotes",
"desktop": "y8853-9588",
"phone": "y9751-11198; card 9831-11118 (1287 tall)",
"anatomy": [
"small Inter #454745"
]
},
{
"label": "Footer",
"ground": "#EDEFEB",
"content": "3 link columns, hairline, logo + socials, legal links, copyright, regulatory text",
"desktop": "y9588-10983",
"phone": "y11198-13849, one column",
"anatomy": [
"links #163300, headings #0E0F0C"
]
}
]
},
"system": {
"fixed": [
"Bright Green #9FE870 and Forest Green #163300 lead; green first and last",
"Wise Sans capitals for short display lines only; Inter for the rest, never capitals",
"Circular flags",
"Pill controls and rounded cards",
"Logo clear space one Fast Flag, min 35px"
],
"flex": "How loud a piece is: from the calm product-like homepage panels to campaign pieces with secondary colours, tapestries and international glyphs.",
"traits": [
{
"is": "Intrepid",
"not": "disruptive for its own sake",
"prov": "published"
},
{
"is": "Universally authentic",
"not": "different by place or audience",
"prov": "published"
},
{
"is": "Delightfully simple",
"not": "simplistic",
"prov": "published"
}
]
},
"proportion": {
"note": "Published as an order, not percentages: white most, then neutral, then content greys, then Forest for interactivity, then a pop of Bright Green (product screens). On the homepage the hero inverts this: Bright Green dominates the first screen",
"prov": "published",
"source": "https://wise.design/foundations/colour (Wise brand guide, archived 2026-05-13: https://web.archive.org/web/20260513165831/https://wise.design/foundations/colour)",
"parts": [
{
"name": "White",
"n": 5
},
{
"name": "Neutral",
"n": 4
},
{
"name": "Content greys",
"n": 3
},
{
"name": "Forest Green",
"n": 2
},
{
"name": "Bright Green",
"n": 1
}
]
},
"formats": [
{
"format": "Landing page (wise.com homepage, as the live site builds it)",
"level": 3,
"must": "Exactly kit.spec.page, sections in this order: Bright Green nav + hero (Wise Sans capitals H1, Inter 600 subtitle, Forest Sign up, white calculator card), flags strip on the green/white seam, benefits + video, neutral pricing comparison, products cards, security split, Forest testimonial carousel, business split, tapestry app band, neutral coverage grid, disclaimer card, neutral footer. Display type: Plus Jakarta Sans 800 as the Wise Sans stand-in (0.9032x the Wise Sans size, -0.095em, word-spacing 0.13em, same-colour 0.03em stroke, uppercase, measured px line boxes, each headline placed by its measured cap-top ink y); everything else Inter 400/600. Headings #0E0F0C on every white or neutral band, #163300 only on Bright Green. Voice: the homepage voice (kit.voice.notes, the guide's Converting customers tone); no international glyphs and no secondary colours on this page. Nav, footer and legal labels verbatim and in order. Every image slot uses study.slot_assets",
"flex": "Live numbers (exchange rate, amounts, fees) may change but keep the reference values for a rebuild; testimonial cards beyond the first two are off-screen"
},
{
"format": "Campaign landing page (guide-led)",
"level": 5,
"must": "Open and close on green; Wise Sans headline, optionally with up to 3 international glyphs; a tapestry or bold lifestyle photo; secondary colours only after green is established; Standing out tone",
"flex": "Which secondary colour; tapestry vs photo"
},
{
"format": "Product screen",
"level": 1,
"must": "White first, neutral, content greys, Forest for interactivity, a pop of Bright Green; Inter only, Wise Sans only on success, success-progress and feature-intro screens",
"flex": "Dark mode"
},
{
"format": "Social / Instagram story",
"level": 4,
"must": "Start and end with green; dial secondary colours up as the story goes",
"flex": "Colour sequence"
},
{
"format": "Video",
"level": 3,
"must": "Snappy, fluid, intuitive motion; captions reviewed; no more than three colour flashes per second",
"flex": "Cuts and transitions"
}
],
"make_it_yours": {
"note": "Everything above transfers. These are Wise's own and must be replaced with yours: name and logo, purpose, positioning, messaging pillars, proof, taglines and boilerplate.",
"replace": [
"identity",
"purpose",
"positioning",
"messaging.pillars",
"messaging.proof_points",
"messaging.taglines",
"messaging.boilerplate"
],
"reference": {
"purpose": {
"mission": {
"label": "Mission",
"text": "Building the fairest way to move, manage, and grow money for everyone, everywhere",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
"vision": {
"text": "Money without borders: instant, convenient, transparent and, eventually, free",
"prov": "published",
"source": "https://wise.design/foundations/tone-of-voice (Wise brand guide, archived 2026-04-19: https://web.archive.org/web/20260419181509/https://wise.design/foundations/tone-of-voice)"
},
"values": [
{
"name": "Your money, not ours",
"means": "what Wise believes; it makes Wise different",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
}
]
},
"positioning": {
"statement": {
"text": "A global money account and transfer service that is faster, cheaper and more transparent than banks",
"prov": "inferred",
"source": "wise.design/brand delivery pillars + wise.com homepage"
},
"category": {
"text": "International money transfer and multi-currency accounts",
"prov": "observed",
"source": "https://wise.com/ (Playwright, Chromium UA Chrome 130 Mac, 1440x900 and 390x844, 2026-10-29)"
},
"audience": {
"text": "People and businesses living international lives",
"prov": "published",
"source": "https://wise.design/foundations/tone-of-voice (Wise brand guide, archived 2026-04-19: https://web.archive.org/web/20260419181509/https://wise.design/foundations/tone-of-voice)"
},
"promise": {
"text": "The fast way to send money abroad",
"prov": "observed",
"source": "https://wise.com/ (Playwright, Chromium UA Chrome 130 Mac, 1440x900 and 390x844, 2026-10-29)"
},
"differentiators": [
{
"text": "Mid-market rate with fees shown up front"
},
{
"text": "Most transfers arrive in seconds"
},
{
"text": "Coverage: 140+ countries, 40+ currencies"
}
]
},
"messaging": {
"essence": {
"text": "Money without borders",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
"pillars": [
{
"name": "Price",
"claim": "highly competitive and open about what we charge",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
{
"name": "Speed",
"claim": "works instantly, globally, unlike banks",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
{
"name": "Transparency",
"claim": "honest about how customers’ money works and how Wise makes its own",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
{
"name": "Coverage",
"claim": "international from day one, at home and around the world",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
{
"name": "Security",
"claim": "protects all the money held and moved daily",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
},
{
"name": "Convenience",
"claim": "tools that over-deliver for every customer, every time",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29)"
}
],
"proof_points": [
{
"id": "speed",
"text": "77% of transfers arrive in under 20 seconds, 95% within 24 hours (footnoted)",
"prov": "observed",
"source": "https://wise.com/ (Playwright, Chromium UA Chrome 130 Mac, 1440x900 and 390x844, 2026-10-29)"
},
{
"id": "scale",
"text": "18.9 million customers, businesses and banks; $16 billion moved every month",
"prov": "observed",
"source": "https://wise.com/ (Playwright, Chromium UA Chrome 130 Mac, 1440x900 and 390x844, 2026-10-29)"
},
{
"id": "licences",
"text": "65 licences worldwide",
"prov": "observed",
"source": "https://wise.com/ (Playwright, Chromium UA Chrome 130 Mac, 1440x900 and 390x844, 2026-10-29)"
}
],
"taglines": [
{
"text": "Money without borders",
"where": "wise.design/brand"
},
{
"text": "Your money, not ours",
"where": "wise.design/brand (what we believe)"
},
{
"text": "The fast way to send money abroad",
"where": "wise.com hero (US, 2026-10-29)"
}
],
"boilerplate": {
"text": "Wise is building the fairest way to move, manage, and grow money for everyone, everywhere.",
"prov": "published",
"source": "https://wise.design/brand (Wise brand page, live, read 2026-10-29) (mission, paraphrased into one sentence)"
}
}
}
}
}