A fresh name for a fintech that has the strength of a bank
At a time when banking is transforming to a digital service, small and medium enterprises are looking for a faster and more informed way to borrow money than is normally available to them. A start-up fostered by ABN Amro has managed to create an online service that does exactly that. It provides a loan proposal in 15 minutes based on a minimum of information you provide, fully backed by the European Top 30 bank.
How do you name a service like that?
When Globrands develops a brand name, the brand’s ambition and structure are starting points. Ambition, because we don’t name for today but for the future. And brand structure, because if there’s a relationship with another brand there is a lot that the name does not have to tell.
Brand ambition
The ambition was to set a new standard in business lending, delivering a seamless customer experience for self-directed SMEs, by being fast, simple, smart and solid.
Brand structure
The brand would be communicated with a strong ABN Amro endorsement, as a wholly-owned subsidiary of ABN AMRO. This meant that the emphasis would not be on the brand being solid and established, but it being fast, simple and smart.
What we did
In various rounds, a considerable amount of existing and new names have been discussed, to find that exact balance between fresh and distinctive, fast and solid, abstract and concrete.
The name New10 refers to ‘setting the new 10’. It’s the new benchmark in SME banking and quickly becoming the go-to service for increasing financial reach.
Visual identity: Dumbar
Verbal identity: Globrands