When Remitly launched, they joined several other startups in the remittance space, a segment of the financial industry dominated by Western Union and traditional banking services. When Remitly found its niche and unique audience, its institutional identity — part finance, part technology — wasn't helping them reach new audiences with a message of trust, reliability and humanity. So we helped them reimagine their brand from the ground up.
The challenge we faced in rebranding Remitly was three-fold: we had to remain true to the roots of the brand, while helping them appeal to their global audiences, while also building in enough flexibility to accommodate new countries, customs and customers.