tmw: Indian Fintech App’s Re-launch
2017 | Rebranding & product marketing
2017 | Despite having a strong tech team led by IIT-B graduates, Indian fintech The Mobile Wallet struggled with leaving a mark in the wallet industry.
There was a massive product marketing gap in the company’s function (our brand, language, TG, product, packaging, core offerings). After a thorough situation analysis and strategizing, we took the company from The Mobile Wallet — Life easy to:
tmw — Banking of tomorrow
We are here to challenge the banking of today, keeping in mind the needs of tomorrow.
Not just a logo change, but a holistic re-branding exercise
From a wallet, we took it into an unexplored space of hybrid-banks in India.
tmw is now India’s 1st Smart Spend account.
This rebranding set tmw apart not just because of improved offerings but also because we broke the existing inertia of conversation in the segment caused by rigid, unpleasant conversation. As a first in the financial segment, the brand tone highlighted happy. (Honest, Human, Happy)
Here’s what the complete re-branding overhaul involved:
- Comprehensive Brand Guide Creation
(Mission, Vision, Product, Core Offerings, Primary TG, Tone of communication, and Design–colours, fonts, style) - Online Rebranding
Website Update
Social Media Update - PR Collateral Update
- Product Update
- App Update (iOS, Android)
- Product Design Update (card)
- Packaging Design Update (for the card)
- 3 On-field Activations
- Corporate Branding
Internal Office branding
Stationary
Glimpses of tmw’s rebranding
Result
“This re-branding activity has given a new vision and direction to the entire company “— Mr. Vinay Kalantri, M.D, tmw
- Helped launch the rebranded & revised app with 4 new product features
- Increased market share by 28% in just 3 months
Presently, tmw is India’s number one in the Mastercard ‘Pre-paid Card’ Program.
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