Naming, strategy, branding, and website content for a digital payments startup
Background
Finlab2000 (as it was previously known) is an innovative payment infrastructure that prevents fraud and identity theft by using biometrics to authenticate users.
Challenge
After successfully launching a service for banks, Finlab2000 wanted to create a brand to connect with two audiences: merchants that accept digital payments and the customers who provide them.
Objective
Develop a brand name, identity, selling proposition, message, and website content targeting two separate audiences.
Brand
Since the company had two separate targets, we created two separate strategies, with two customer personas.
Customer
Small business owners who want to offer secure payment POSs with a simple portal and pay low transaction fees.
25-38 year-olds (60% men/40% women) who aren’t new to digital payments, but are concerned about their privacy.
Name
DigiDough: Short, playful, and descriptive alliteration, designed to be catchy yet informative. “Digi” is short for digital, and “Dough” is slang for money.
The client decided to use “Doe” instead of “Dough,” losing the meaning but gaining in simplicity.
Message
Instead of trying to reach two audiences with generic messaging, we devised two sets of messaging frameworks to connect with the needs and wants of each audience separately.
The priority was the messaging for merchants, since their adoption of the product would be the catalyst for the adoption of their customers (plus, the POS itself was free advertising and helped build a brand in customers’ minds).
Identity
With little to no money for promotions and explanations, we needed something that people could almost recognize.
We decided to go with the traditional shield, symbolizing protection and safety, layered with the first letters of the alliterated brand name.
Website
To create a distinction, we developed two separate pages. One for merchants and another for their customers.
Each page addressed the concerns and provided relevant solutions for each audience.
Merchant UI
Customer UI
Delivery
Brand name, strategy, messaging, selling proposition, story, as well as website content, and two separate video explainers for merchants and their customers.