FUTURE PAY
Research. Brand architecture. Tagline. Identity.
Intent:
A strategic branding and identity exercise for a Fintech / Rewards app within a retail ecosystem geared towards creating customer acquisition and engagement for the ‘SMART CONSUMER’
Research:
Category and the Consumer - Brand mapping across finance, commerce, loyalty & retail Consumer and Stakeholder Interviews: Understanding the aspirations of the consumer and the business to identify the key insight and arrive at the core proposition and the consumer promise, 'THE SMARTER YOU'
Brand Architecture
Approach 1
An umbrella app that houses both, the commerce app and the financial products. The ecosystem of growth and well being represented through a single brand with extensions to denote retail benefits and financial products.
Brand Architecture
Approach 2
As the offerings have a distinct promise and scaling opportunities, create two brands:
1. Future Pay : 'Smart consumption' ------> the entry point for all customers
2. Future First : 'Financial well being'------> privilege for premium customers
Alternate explorations
Nomenclature, tagline and identity explorations for the 'SMART CONSUMER'
Approach 1 : 'Smart + Growth'
Alternate explorations
Approach 2 : 'Smart + Wealth'
Alternate explorations
Approach 3 : 'Smart + Leader'
