PureBank

Overview & Challenge

PureBank is set to revolutionise the fintech landscape. Their mission is to empower individuals and businesses around the world to take control of their financial future with confidence, by providing innovative, user-centric, and secure financial solutions that simplify the complexities of money management.

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As a fintech brand, one of the biggest challenges is establishing trust among consumers who may be hesitant to adopt digital-only financial solutions. Traditional banks have physical locations, long-established reputations, and customer relationships that build a sense of security. For PureBank, however, they had the challenge of building trust in an entirely online environment.

Approach & Services

Many potential users may doubt the security, reliability, and legitimacy of a fully digital financial service, particularly when entrusting it with sensitive financial information.

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To address these challenges, I worked with PureBank to develop a clear, consistent, and relatable identity that emphasises trust, security, and user empowerment. By focusing on transparency, a human-centred approach, and visual cues of stability and innovation, I helped the fintech brand to build credibility and appeal to a broader audience looking for a safe and modern financial partner.

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I started by defining PureBank’s vision, core values, brand position, personality and messaging, developing a clear and compelling strategy to position PureBank as a leader in the fintech space, emphasising innovation, security, and user empowerment.

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It was essential for the brand identity to not only convey trustworthiness but also to stand out with a unique value proposition that resonates with customers. With that in mind, I developed an educational messaging strategy, ensuring customers understood how PureBank's fintech solutions worked, how it benefited users, and why it’s a better or complementary alternative to traditional banks.

Deliverables

Branding & Identity

Brand Guidelines

Digital OOH

UI & App Concepts

Data Visualisation

Social Assets

Branded Merchandise