Fintech Rebrand

I was brought into a growing startup fintech company aid in a comprehensive rebranding initiative. The company had grown quickly but lacked a distinct brand identity. Facing increasing competition, it was crucial to differentiate the brand and strengthen its market presence.

A major focus was revamping the company's social media identity. This included designing a fresh visual style, crafting engaging content, and implementing data-driven strategies to boost engagement and reach. The goal was to align social media with the new brand identity, and increase customer engagement.

Key stats

+224.7%Engagement vs Competitors

+320% Clicks

+145% Impressions

+136.5%Unique Views

Project Timeline

1. Review

Following a thorough review of current brand guidelines and social materials, which I had been developing for 1-2 months prior to the rebrand, I gained deep insights into our existing brand and its potential for growth.

Next, I conducted comprehensive competitor research using Figma, analysing their written content, social presence, websites, and brand identities. This allowed us to identify industry trends and benchmark our strengths and weaknesses against key competitors.

2. Research

3. Photos

With our new brand identity established, I curated appropriate photography for our website and social media platforms to enhance visual appeal and brand consistency.

4. Strategy

I meticulously crafted a robust social media strategy based on our new and refreshed brand and considering our competitor activity - designed to elevate our brand presence throughout the year.

This strategy included:

Podcasts: Engaging audio content to connect with our audience on a deeper level.
Static and Dynamic Images: Visual assets to maintain visual appeal and effectively convey brand messages.
Blog Posts/Thought Leadership: Insights and expertise shared through compelling written content.
Event Attendance: Actively participating in industry events to network and showcase our brand.
Key Industry Days and National Holidays: Strategic content aligned with relevant industry milestones and cultural events.

To ensure maximum engagement, I committed to posting at least 3 times per week (but ideally 5). This proactive approach aimed to strengthen my brand's online presence and foster meaningful connections with our target audience.

The strategy was built on Asana and had monthly, quarterly and yearly targets for engagement increase as well as content production. The comprehensive calendar view allowed the entire team to have an overview of the month's activities.

It also included a detail 'bank' of captions and text excerpts to pull from - ensuring brand consistency.

5. Graphics/Motion

With our new brand identity established, I curated appropriate photography for our website and social media platforms to enhance visual appeal and brand consistency and accompany text based content.

I then created static images showcasing product vignettes tailored for various social media channels such as LinkedIn, Instagram, and Twitter.

Not satisfied with merely static visuals, I introduced dynamic GIF-based images to inject a distinctive edge and better differentiate our brand from competitors.

6. Launch

Following the completion of our rebranding efforts, we hosted a memorable launch event to unveil our refreshed brand identity. I organised bespoke branded champagne bottle boxes for guests, creating a lasting impression and reinforcing our brand's sophistication and attention to detail.

We strategically leveraged LinkedIn to promote the event, inviting both valued customers and influential members of the press. This initiative aimed to generate excitement, foster relationships, and generate positive buzz around our revitalised brand.

7. Post-launch implementation

Following our successful launch event, I transitioned our brand into its live phase, initiating the posting of refreshed content accompanied by carefully crafted captions.

This marked the beginning of our renewed brand journey, aimed at reinforcing our identity and engaging our audience with compelling and relevant messaging.

The strategic alignment of content and captions ensured consistent brand messaging across all platforms, further solidifying our presence in the fintech industry.