FinTech Neat Turns Its Back on Traditional Tech Branding in its New Rebrand

In their bold new rebrand, FinTech Neat shifts away from its traditionally “tech” branding, to a distinctly editorial style – with the goal to demonstrate their dedication to the entrepreneurs they serve.
Neat, a Hong Kong-based FinTech startup that offers multi-currency accounts for SMEs and startups, released their new brand last week.
Working with London-based creative agency Ragged Edge, the FinTech startup made the decision to forgo traditional “tech-style branding” (i.e. product screens, bold solid colours, modern and sleek lines, and sans serif fonts) and adopt a more editorial style approach, which allows them to put the spotlight the people they serve instead of just the technology they create.
Their new brand puts the focus on people and faces, over product screens. Throughout their newly refreshed website, they feature photography of real people: their team members, and specifically their customers.
“Neat is about supporting entrepreneurs, and giving them the platform they need to succeed. Our technology – online applications, Mastercards, and payments – that all comes as a given,” says David Rosa, CEO and Co-Founder of Neat. “We’re not just a tech-y solution to an inconvenient problem – we’re the ally to businesses that are expanding on the global stage. This new brand helps us convey that message so much more strongly than a product screen ever could.”
Instead of the bold blue of their old brand, they now have four softer primary colours – peach, sky blue, mint green, and a muted yellow – along with black and white which they use as accent colours. It also helps them distinguish themselves as competitors continue to enter the market.
“We’re not cold or distant like a bank. And we’re not just another faceless, ambitious challenger bank. We’re Neat, and our mission is to Enable the Entrepreneur Economy: we want to see entrepreneurs succeed,” said Iris Ten Teije, Growth Lead at Neat. “There’s a warmth that comes through in our new branding that helps tell that side of our story, which you simply don’t get from the big banks.”
In late 2015, frustrated with the experience banks were offering, Neat launched with prepaid Neat Mastercards for the Hong Kong market, which you could apply for through your smartphone, with a few simple steps and no paperwork.
In the past year, however, Neat introduced the Neat Business Accounts for entrepreneurs, SMEs, and startups around the world, which quickly became the core product offering. They expanded into Shenzhen, started supporting multi-currency accounts, revamped their award-winning compliance and onboarding processes, acquired 4 regulatory licences, and grew the team to over 50 people.
As their company and product evolved, so did their mission, and their original tech-focussed brand story was no longer representative of everything they stood for.
Today, they have moved away from their traditional tech branding and into a lifestyle-inspired brand. While their website has been the first step, in the next few weeks and months they’ll be rolling out their new design to their iconic Neat Cards, app, and the rest of their product.
About Neat
Neat is a modern alternative to banks, offering businesses multi-currency accounts that can be opened online within a week. The Neat Business Account allows businesses to send and receive money globally at lower exchange rates than you would get from a bank; access Neat Cards for ATM withdrawals, as well as online and offline spending; easy built-in expense tracking and security features.
Images:
https://drive.google.com/drive/folders/1p34VE85QOXGfr1x4IEG1dBHJDmEPfoHg?usp=sharing
Additional imagery available upon request.
Blog article about rebrand:
https://www.neatcommerce.com/blog/enabling-entrepreneur-economy-re-brand/

SHARE THIS STORY

Share on facebook
Share on twitter
Share on linkedin
Share on email

RELATED POSTS

Canva Co-Founder

Canva Co-Founder Becomes the Richest Self-Made Female Billionaire

In a recent valuation, the Australian graphic designing website, Canva, was valued at a whopping US$40 billion. This cements its place as one of the largest privately-owned companies in the world. The company is now the fifth most valuable startup worldwide, closely following SpaceX, Stripe, ByteDance and Klarna.

Major Types of Influencer Marketing

Major Types of Influencer Marketing

Influencer marketing is the shiny new gem in the crown jewels of digital marketing. We have previously discussed the differences between traditional and influencer marketing, as well as the latter’s advantages in the ever-evolving digital landscape.

Squid Game

Squid Game and Its Lessons on Entrepreneurship

With the massive media buzz the South Korean series “Squid Game” has been getting, you would have to live under a rock to not know about it. It is so popular that a South Korean broadband firm has sued Netflix over the surge in network traffic.

What Is Biotechnology

What Is Biotechnology and How to Start a Biotech Company?

To say that Covid has been a biological nightmare for the world is an understatement. In a bid to wake up from it, companies and investors have turned their attention to science, medicine and innovation—or simply, biotechnology. With vaccines and cures becoming the need of the hour, BioTech rose like never before.

Netflix

Netflix Forays into Video Games with Night School Studio Acquisition

On September 28, 2021, streaming service Netflix announced its first game-related acquisition: Night School Studio. The studio is best known for its game “Oxenfree”, which is a supernatural teen thriller. In a bid to diversify its offerings, Netflix has also released five mobile-friendly video games in Europe (i.e. Spain, Italy and Poland).

Chloe NFT

Side-eyeing Chloe NFT Sold for US$76,377.50

In 2013, the then two-year-old Chloe Clems went viral as her hilarious side-eyeing expression made her into a beloved internet meme. In her meme avatar, little Chloe has ruled over the hearts of many a Twitter and Reddit enthusiast and has been dubbed the “Patron saint of Tumblr” by Buzzfeed.