Brand Platform, Naming, and Brand Identity for Appeer Financial Service
A new money transfer service was poised to enter the market. For a successful launch, the product needed to find its brand positioning, understand its Tone of Voice, acquire a name, and a stylistic embodiment.
Project work
About the client
Appear is a new system enabling instant card-to-card money transfers across the CIS countries.
Objectives
Brand Platform and Voice establish the core values, positioning, and messaging to guide future brand communications.
Unique Name: A distinctive and memorable name is crucial for brand recognition and differentiation.
Visual Concept: This encompasses the logo, brand identity elements like colors and fonts, and even merchandise, creating a cohesive visual experience.
What we did
Product Positioning
To understand the competitive landscape and user needs comprehensively, we conducted a thorough competitor analysis and a series of in-depth interviews with representatives of Appeer's target audience.
Our strategist, using the 4C methodology (Company, Category, Consumer, Culture: studying the company, market, audience, and cultural and social context), identified the critical brand values that will help attract and retain customers: high-quality service, modern design, and ease of use.
Naming
We developed an associative series based on the product's characteristics – ease of use, undeniable customer benefit, and positive experience – and offered 20+ names for the service.
The final choice fell on the word Appeer, which can be broken down as: App – the application is the leading platform for interacting with the service Peer – participant of the translation
We worked on the brand's "sound": for the new name, we prepared a key message and found our voice – we described in detail the Tone of Voice of the product.
Brand Identity and Logo
When developing the brand identity, it was essential to convey the fintech essence of the application, to show not just a banking service but a technological product.
Therefore, we built the brand's visual image using original symbols inspired by modern grotesques and international typography and with an energetic color palette.
We also worked on options for using the brand identity on various media and in different formats, from presentation templates to billboards. The guidebook recorded all the rules for applying the new style.
Result
We created a "packaging" for a new fintech service from scratch, considering market requests and the needs and expectations of money transfer system customers. The client's team received a ready-made set of marketing materials for launching the product on the market and recommendations for working with them.
What we delivered
Brand platform: to create a recognizable image of a new product
Naming: we came up with a catchy name for the new service, a key message, and a Tone of Voice
Logo and brand identity: a well-developed design platform for launching product promotion (fonts, colors, patterns and icons, identity, merch)
Guidebook: a detailed guide for working with the new brand identity
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