A challenger bank that actually challenges
Dozens
I was one of the first three people to start the company. This gave me a unique opportunity to not only build the brand from scratch but also help develop the product and the company itself.
Role: Head of Brand Strategy & Creative
Results: Top 25 Startup (Startups 100), Most Innovative Socially Responsible Firm, £10m seed funding, 50,000 downloads in the first months.
Brand positioning, TOV and identity, App, Social, Content, CRM, Press, OOH, Packaging
From a blank page to a brand-led business
3-month long co-creation
Recruited a dedicated community and engaged with them for 3 months.
Diversified targeting
Looked beyond just the city millennials for a democratic and accessible fintech.
Education-led awareness
Made people question the system with entertaining and informative content.
Brand-led product strategy
Co-built various aspects of the product to align with the brand values.
Countrywide content collection
Launched a traveling money survey to collect voices from across the nation.
Industry-challenging campaigns
Challenged the status quo with simple, bold brand messages.
Powered by people at every step
I played a key role in recruiting and engaging with a community of 300+ over three months, who participated purely for the mission. This collaboration helped define the brand and the product.
A robust identity
A clean and solid design style reflected the ethos. The sunny positivity along with the stability of blacks and whites made it optimistic, accessible and trustworthy.
The core identity and brand values flowed seamlessly from the digital to the physical world.
Nationwide content collection
True to the brand, the activations were people-focussed too. Dozens physically travelled across the nation collecting experiences, opinions and ideas that were turned into engaging content.
Bold, unapologetic advertising
It challenged the norms of the banking system and prompted people to rethink.
Making fin-ed fun
The majority of British people lack knowledge about the banking system. This series uncovered topics banks don’t talk about with Youtube explainer-style videos, and some humour.
Brand and product integration
The brand vision guided the product, inspiring features and designs. Like, the aggregated home screen mirrored the brand platform of the ‘new home for your money’.
