Naming, strategy,
branding, and website content for a digital payments company.
Duration: 6 weeks
Price: $3000
BACK
GROUND
Finlab2000 (as it was previously known) is an innovative payment infrastructure that uses biometrics to authenticate users, preventing fraud and identity theft.
THE
PROBLEM
After successfully launching a service for banks, Finlab2000 wanted to create a brand to connect with two audiences:
Merchants that accept digital payments and their customers, 28–45 year-olds, who provide them.
THE
OBJECTIVE
Develop a brand, a message, and a story aimed at two separate audiences.
Including a catchy name, brand identity, clear brand structure, a selling proposition, and a website.
WORK
Since the client was pursuing both merchants and their customers, we devised a strategy to connect with both and tell a story that was relevant to each one separately.
STRATEGY
First, we broke down the business to its main components:
WHAT: the product
WHO: the customer who benefits
WHY: the reason they need it
HOW: the way the message is going to reach them
BRAND
NAME
DigiDough
Short, playful, and descriptive alliteration, designed to be catchy yet informative.
“Digi” is short for digital, and “Dough” is slang for money.
The client decided to go with “Doe” instead of “Dough,” losing the meaning but gaining in simplicity.
Testing suggested that the name was clear in meaning and sticky in the mind.
MESSAGE
The challenge with the messaging is the duality.
On the one hand, DigiDoe was selling to businesses and, on the other, to consumers.
There were two opposing sides with different preferences and behaviors.
To create messaging that resonated with both audiences, we developed one main message for merchants and a secondary one for their customers.
IDENTITY
With little to no money for promotions and explanations, we needed something that people could almost recognize.
We decided to go with the traditional shield, symbolizing protection and safety, layered with the first letters of the aliterated brand name.
The color scheme stands out from the crowd and looks clear on the website’s white background, suggesting strength and reliability.
WEBSITE
To create a distinction, we developed two separate pages. One for merchants and another for their customers.
Each page addressed concerns and provided relevant solutions for each audience.
DELIVERY
Brand name, strategy, messaging, selling proposition, story, and website content.
In addition, we created two separate video explainers for merchants and their customers.
Merchant UI
CUSTOMER UI
