Increasingly we understand just how much of an impact finances have on our health, our happiness, our home life, and our work life. Salary Finance is an ambitious fintech start-up with a social purpose. They needed a brand that could take them to the next level nationally, and enable them to launch globally.
Brand strategy, visual and verbal identity, brand guidelines, website design and build.
To improve the state of the nation’s financial health, we needed to create a beacon brand capable of leading change.
With income down and debt on the rise, Salary Finance is on a mission to change the lives of working people for the better. This was no ordinary identity project. They needed a brand that could reframe the conversation about financial wellbeing and its connection to mental health. A brand that could confidently and credibly communicate their range of salary-linked benefits. A brand that could engage employers and employees alike.
Money shouldn’t be a cause of worry, sleepless nights, or a distraction at work. But for so many it is. We want money to do good for more people. We want it to build self-esteem and enable possibility. So our strategy was for a fintech brand that could use financial wellbeing to free people up for a more hopeful and sustainable future. And to ensure their social purpose came to life across every element of the Salary Finance organisation: in the culture, their communications, and the product itself.
The brand platform brings clarity and focus around our mission, one we can all rally behind, helping us to take our offer all over the world.
Visual and verbal identity
We created a visual identity to give people an instant sense of who we are. One that felt bright, positive, and unlike any of the competition.
Our logotype is the face of Salary Finance. Literally. Its upward, smiling curve, expresses our humanity and hopefulness. And it’s complemented by the warmest colour palette we could find. Our tone of voice then allows us to build trust with our audience. Speaking to both the realities and possibilities of finance, without ever giving the hard sell and speaking to people like they’re merely pound signs.
The new identity is the perfect embodiment of our purpose. It combines a real human warmth with the credibility to earn the trust of the HR Directors who will offer Salary Finance to their employees.
Website design and build
The first application of the new brand was to redesign and build their online presence. A place initially created to clearly and concisely communicate the Salary Finance offer.
Ongoing guardianship and implementation
We created a comprehensive set of guidelines to help Salary Finance bring the brand to life across all channels. But we continue to work closely together, creating their first exhibition stand and developing their internal and external communications.
The new brand gave Salary Finance the platform to take their offer into the US, as they continue their mission to improve the lives of as many working people as possible.
I’m very proud of the business, now I’m just as proud of the brand. There is a lot of talent in your team and we are lucky to have found you. We appreciate all of the hard work, the constructive approach to our feedback, and your unrelenting pursuit for perfection.