ekko

Branding a distinctively feel-good fintech challenger

  • Brand Creation
  • Brand Strategy
  • Brand Identity
  • Naming
  • Messaging
  • Tone of Voice
  • Design
  • Film
  • Social Media Content

When it comes to address­ing cli­mate change, we all want to do good but can often feel paral­ysed. Not to men­tion turned off by preachy mes­sages. Our client came to us with a smart but com­plex way to com­bine fin­tech, mar­ket­place, open bank­ing and retail into one trans­for­ma­tive app, designed to make it easy for peo­ple to tack­le cli­mate change. But how to sell it?

It was a great idea requir­ing a sim­ple sin­gle-mind­ed propo­si­tion. By giv­ing it a dis­tinc­tive brand name and iden­ti­ty ekko stands out in a sea of neo banks and apps. Not too green or wor­thy, we cre­at­ed a joy­ful brand that does­n’t take itself too seri­ous­ly. The response has been over­whelm­ing, smash­ing crowd­fund­ing expec­ta­tions and tak­ing the sec­tor by storm.

We delib­er­ate­ly want­ed to avoid anoth­er me-too’ brand that turned cus­tomers off from doing good and mak­ing a dif­fer­ence. This brand takes us to a new lev­el where we can real­ly cut through and engage with our customers.

Oli Cook Co-founder and CEO, ekko

EVERY TRANS­AC­TION HASPOS­I­TIVE REACTION

Every trans­ac­tion through the app led to some­thing good: a tree being plant­ed, or plas­tic being cleaned from the ocean. Inspired by the idea of the but­ter­fly effect, this sim­ple propo­si­tion became the dri­ver of the brand name and identity.

CRAFT­INGNAME WITH MEANING

We named the brand ekko to speak to the dual­i­ty of the con­cept high­light­ing both trans­ac­tion and the pos­i­tive impact. Every­thing became about mak­ing change effort­less. ekko cus­tomers can go about their dai­ly lives as they usu­al­ly would, shop­ping, buy­ing a cof­fee or pay­ing bills – and their good vibes will echo around the world.

SENDING OUT POSITIVE BRAND ENERGY

We designed a super confident, bold brand with bags of personality, that was also fun and feel good. With ekko more is more, so it was the antithesis of trend towards neo bank minimalism.

The bright, bold idealism of the ‘60s and ‘70s served as inspiration. We rooted ekko’s distinctive personality in the cool and hip language of that era by sprinkling in phrases such as ‘Right on’ and ‘Dig it’ without overdoing it.

AN ICON­IC IDEN­TI­TY THAT ECHOES OUT FROM THE INSIDE

The iden­ti­ty sys­tem is sim­ple and icon­ic. The word­mark uses sym­me­try to high­light the echo­ing out effect. The colour palette is vibrant and pos­i­tive, evok­ing to ener­gy and joy, and works well as a sequence of colours in the ekko pattern. 

The use of ema­nat­ing echo lines on hero state­ments adds a sense of dynamism, while mak­ing the brand expe­ri­ence cohe­sive across oth­er media and chan­nels. A sweet suite of icons are also avail­able to illus­trate the tan­gi­ble dif­fer­ence cus­tomers are mak­ing through their purchases.

MAK­ING THE CARDTALK­ING POINT

The deb­it card was a cru­cial way for ekko to be noticed quick­ly. As designed, the card prompts a con­ver­sa­tion as soon as cus­tomers take it out to pay, bright­ly recall­ing the good ema­nat­ing from every pur­chase. Rather than the brand name, we chose the line Good Vibes” to act as that reminder of the pos­i­tiv­i­ty you’re spread­ing with every tap.

EFFORTLESS, REAL AND TANGIBLE DIFFERENCE

Customers can track their own personal forest and how many bottles they’ve collected, and the Carbonmeter in the ekko app enables users to monitor their own personalised carbon footprint. It also gives customers access to a curated list of sustainable partners, offering climate-friendly goods and services as part of the wider ‘enviroconomy’.

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Ocean bound plas­tic bot­tles col­lect­ed in the first month since launch

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