Letting a cutting edge fintech stand out with a distinctive name


The challenge: shift Modularbank from a descriptive category to a distinctive brand, reflecting their heartbeat. Technology at the heart of your business.

'Modularbank' had inadvertently become the name for the pioneer's category

A new era had arrived for the Estonian fintech platform that was then called Modularbank. They had been the first to address the need for flexible fintech solutions. But sometimes, when a pioneering market suddenly booms, the leader's name is no longer seen as a brand name but a commonly used generic term for their new category. Exactly this had happened to Modularbank.

Re-defining the brand after it had defined the category

It was time to create distinction again with a new identity, brand essence, design and brand name.

Through several strategic sessions it became clear that Modularbank is operating at the customer's core. They are the heart of the organizations they work for, in order to make them stronger from the inside out for the outside world. The brand essence became: 'Technology at the heart of your business'.

What brand name would fit this essence? It had to be suitable for a fintech company, preferably with a link to the organization’s Estonian roots.

Tuum is a real Estonian name, meaning ‘core’. Short, powerful and clever.

It was initially an impossible mission but the outcome is sophisticated, brave, and elegant, exactly describing the essence of Tuum.

Rivo UiboTuum