Illustrator Peter Grundy brings fun to an Australian fintech brand
Bear Meets Eagle on Fire rebranded the company using illustration to articulate complex ideas in an accessible, friendly way.
Words
Fintech brand Wisr has had a complete redesign courtesy of Australian agency Bear Meets Eagle on Fire (BMEOF) and New Zealand-based creative digital agency, Resn. Wisr’s rebrand not only includes an aesthetic overhaul, but also sees the brand launch a new platform driven by its purpose of “financial wellbeing”.
In terms of BMEOF’s approach to Wisr’s rebrand, the agency looked to publicise the brand’s “functional and rational” personality amongst competitors. “They look like banks, who’ve read a few tips on how to be ‘fun’ on Instagram, and they all end up looking the same; simple, human, bright, but without any real idea or craft,” describes Micah Walker, founder and chief creative officer of BMEOF. “We wanted Wisr to be different.”
Why the Wisr rebrand hit on money smarts
The neo-lender has repositioned its brand about the theme of helping people make the smartest financial decisions
Fintech and neo-lender, Wisr, opted for a brand redesign around the tagline, ‘For your smart part’ to emphasise its proposition of helping Australians improve their financial wellness.
“The brand launched about four years ago, and as we grew, it was clear we had a strong internal alignment around that vision, Wisr chief marketing officer, James Goodwin, told
CMO.
“There was a lot of complexity in everyday finances. What we needed was a brand platform and an idea which simplified all the things we did as a company and made it very clear to the consumer.
May 4 2021, 10:26 am | BY Ricki Green | 21 Comments
Driven by its purpose of financial wellbeing, ASX-listed neo-lender, Wisr, wants to engage your “smart part”, making it easier for you to make good decisions regarding your finances.
The new creative positioning, “For your smart part”, is part of the company’s first major campaign, in collaboration with creative agency Bear Meets Eagle On Fire (BMEOF). The comprehensive project runs across all brand design, product and communication and is built to deliver a clear, simple message around the company’s purpose, according to Wisr chief marketing officer, James Goodwin.
Says Goodwin: “While people like the idea of financial wellness, depending on their very different circumstances it can be a difficult thing for people to get their heads around. To make it easier, we focus on supporting our customers’ smart decision making and rewarding that good behaviour, which in turn helps Wisr achieve its purpose of he