FinTech SaaS
Australia and USA
B2B, Multiple Audiences, Very Niched
Antiquated and confused brand perception
Strategy, Brand Architecture & Development,
CRM implementation, vCMO & vCSO teams
Post-brand reconstruction, sales team reached maximum capacity and record months consistently
White-labelled banking software is complex. Managing millions of cards with that software—across different regions with different compliance regimes—is especially complex. But software provider Inlogik had even more complexity than expected, with a high-profile consumer-facing product in the mix, and a new reporting product in the mix.
So in gearing up for a global expansion—with eyes on growing market share in the US banking market—Inlogik needed help thinking through its future, and then building that future from the brand up.
Banking is a serious business, and the software systems that run cards for banks are mission-critical. So convincing banks to change and evolve past legacy systems is a tough ask.
Inlogik had the key advantages of demonstrated experience around the world,
a low-risk, white-labelled product that opened up relationships of trust, and a huge reputation for after-sales service with banking customers.
It needed the branded communications platform to communicate all that convincingly—and in a few heartbeats.
An extensive briefing and then brand architecture process mapped audiences, product stream, tech stack, and channel synergies—across two tangled brands.
We helped uncover the value of letting both brands stand alone, and then scoped a full rebrand of the Inlogik card management brand—including an upcoming expansion with a new product: ExpenseMe.
As a challenger brand—though one with experience—Inlogik needed brand concepts that gave its audiences the core value propositions experience—simple control of the complexities of card management.
Simple Card Control was the cornerstone concept, a promise that delivered an understated immediacy backed by variations highlighting features and benefits.
Our design team expressed and extended the concept with approachable typeface, crisp colours, and interactive graphic elements that gave users the experience of card control.
Our vCMO and vCSO teams went to work on a bespoke mixture of event activation, conference sponsorship, and LinkedIn campaigns that completely transformed Inlogik’s pipeline. Sales playbooks and automation software amplified the team’s ability to convert leads. Reporting and business intelligence systems focused management on data-driven decisions.
Our strategic separation of audiences in the new brand architecture combined with brand, website, and campaigns targeting them separately inspired a wave of positive feedback that maxxed out the sales team’s new capacity, and grew sales revenue by $2.5M in the first 12 months.
“Our complexity dissolved, our sales took off—they made our global expansion simple”.
Richard Eskell
CEO, Inlogik
Global brand
expansion.
