BRINGING PEOPLE FINANCIAL HAPPINESS
| Title | BRINGING PEOPLE FINANCIAL HAPPINESS |
| Brand | TINK |
| Product/Service | VISUAL IDENTITY |
| Category |
A02. Rebrand / Refresh of an existing Brand |
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Entrant
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TINK Stockholm, SWEDEN
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Idea Creation
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TINK Stockholm, SWEDEN
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Idea Creation 2
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KURPPA HOSK Stockholm, SWEDEN
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PR
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TINK Stockholm, SWEDEN
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PR 2
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KURPPA HOSK Stockholm, SWEDEN
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Production
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KURPPA HOSK Stockholm, SWEDEN
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Production 2
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MARTIN NICOLAUSSON Stockholm, SWEDEN
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Production 3
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CECILIA MAGNUSSON Stockholm, SWEDEN
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Credits
| Livia Moore |
Tink |
Marketing Director |
| Thomas Kurppa |
Kurppa Hosk |
Creative Director |
| Robin Lantz |
Tink |
Designer |
| Henrik Hedvall |
Tink |
Designer |
| Zooey Tsopela |
Kurppa Hosk |
Communications Manager |
| Isabelle Österlund |
Tink |
Brand designer |
| Martin Nicolausson |
Freelance |
Illustrator |
| Cecilia Magnusson |
Freelance |
Photographer |
| Caroline Ernsth |
Kurppa Hosk |
Project Manager |
| Niklas Rosén |
Kurppa Hosk |
Senior designer |
| Philip Nyman |
Kurppa Hosk |
Designer |
| Julia Levander |
Tink |
PR Manager |
Background
Tink is creating a world without financial anxiety, stress and complexity. A future where personal finance gives people peace of mind and happiness. A world where money works – for everyone. Since starting in 2012, our technology has challenged the status quo in an industry that has long neglected the needs of the end user.
During 2018, Tink’s business model has evolved from reconnecting people with their money through our consumer app in Sweden, to become a European technology provider – granting financial happiness to millions.
As our business changed, so did the need to translate our vision into a streamlined look and feel. We needed a branding that set us apart from a world full of sensible suits and the corporate blue-and-white that is so characteristic in the technology vendor scene.
The project scope was a full identity rebrand, including all visual elements. Our budget was 68,000 EUR.
Describe the creative idea
A design agency was tasked with the challenge to create a visual identity that set a new standard for how a technology provider can look. It was vital for us to keep the human and playful elements in our touchpoints, to contrast the corporate and generic aspects of our industry.
Our target audience have an urgent challenge to create trust amongst digital natives. At the same time, the GAFAs, fintechs and challenger banks of the world are creating ever more exciting new products for customers – but the banks’ operations simply can’t keep up with the pace.
Banks now have the opportunity of a lifetime: to buy tech off the shelf and fast-track development. For them, partnering with Tink is a strategic decision that strengthens their digital offering and brand reputation. For Tink, it is a matter of proving scalability in our business model, supported by our visual identity.
Describe the execution
Tink’s visual identity is a scheme composed of a number of core elements that come together to create a distinctive visual language. This language makes the Tink brand instantly recognisable, setting it apart from the rest of the fintech landscape – whether at conferences, in sales materials or online.
The new identity kit includes a new logo and symbol, typeface, colour palette, illustrations and imagery. The typeface is bold and characteristic with customised letters extracted from the symbol. The colour palette is cheerful but sophisticated. Abstract illustrations emulate Tink’s offer in a playful, imaginative way. Contemporary hard-flash photography works in contrast to the softer elements.
All elements come together to bring the Tink spirit to life, and help the brand stand out in in an otherwise corporate and impersonal world of banking. This manifests Tink’s ambition of bringing financial happiness to millions.
List the results
Since going live in April 2018, our new visual identity has been displayed at fintech conferences, in social media, PR and sales conversations. It has gained traction resulting in:
- 750 new contacts from our events presence
- 160 new leads
- PR reach of 355,000
- Tink named in Wired’s 100 European start-ups for 2018
- Tink named top 5 hottest fintechs in Europe by Fintech50
- 18,500 views on Behance
- Increased LinkedIn followers: +113%
- Increased LinkedIn organic engagement: +19%