How might we reset the branding for a first mover mobile finance product in SE Asia that suddenly was up against a quickly growing competitive set and more expectancy target audience?
Our strategy & design teams worked closely to redefine the market proposition, making it more relevant and attuned to culture today - “money on your mobile”.
Once that platform was in place, and we had a deep understanding of the visual competitive landscape in market, we leveraged the incumbent brand’s existing colour equity of turquoise, augmented it with a fresher contemporary supporting cast, and underwent wholesale appraisal and redesign of their brand signature, and style across all communications channels, as well as the UI of the app experience itself.
