Repositioned · Fintech
Obie Money
Named, positioned and designed from zero, through to a launched MVP and a clear market position.
Naming · Positioning · Identity · App UI · Fundraising
The engagement
The situation
Obie is a fintech built for Gen Z and Gen X Australians. The platform was robust and the financial tools were genuinely valuable. What the business had not resolved was what it was, said in one sentence, to a person deciding whether to trust it with money.
The problem
The brand messaging lacked clarity and cohesion. In most categories that costs you attention. In fintech it costs you the sale outright, because the product being bought is trust and trust is assessed in the first few seconds.
A platform with comprehensive tools has a specific failure mode: every feature sounds important, so the buyer hears a list rather than a reason. Comprehensiveness reads as unfocused to the person you most want.
The decision
Distil the whole toolset into one clear narrative before designing anything, and let the claim decide the product surface rather than the reverse.
Refine the tone of voice to be clear and empowering, on the argument that in consumer finance the way a product speaks about money is the product.
The work
Naming, brand foundation strategy and positioning.
Business plan development and go-to-market strategy.
Brand identity, design system and art direction.
Content strategy.
Website design and development.
App UX and UI design.
The result
Obie launched its MVP with a clear market position and a go-to-market plan behind it.
Increased user engagement, with feedback specifically citing the clarity and usability of the platform.
Higher user retention and satisfaction.
In fintech the product is trust, and trust is designed before it is earned. The claim has to be settled before the interface, because the interface can only express a decision that has already been made.
Your version of this starts with a diagnosis.
Fixed scope, and a named diagnosis inside two weeks.