Rely, Financial Wellness for Women
Client
Year
2022
Type of Project
Brand Identity, Brand Strategy
Rely's older branding was dull with pastel colors and lacked the impact needed to resonate with its target audience of young women of color. Rely wanted to be a brand that inspires and motivates women to take control of their finances and ask for the money deserve.
Problem
Our primary objective was to create a brand identity that young women of color could genuinely relate to—an identity that would empower and inspire them in their financial journey. In our solution, we strategically made orange the main color, as it symbolizes vibrancy, energy, and enthusiasm. This bold choice, combined with a dynamic typography style and compelling copy, allowed us to shape Rely's personality as that of a strong, independent, and smart modern woman. The new brand identity is witty, sharp, and easily accessible, establishing a strong connection with the target audience. Through the revamped branding, we aimed to convey the message that Rely is not just a financial platform, but a trusted companion and advocate for young women of color.
Solution
The language used in the brand copy was empathetic, fun, relatable, and uplifting, making it clear that Rely is there to support and guide young women of color every step of the way.
