Brief
Competition, technology and higher consumer expectations are transforming UK retail banking. GKBK – a neo-bank backed by experienced investors – had identified a specific niche in the retail lending segment, but previous attempts to create an acceptable brand name had failed..
With well-funded and ambitious fintechs like Monzo and Revolut winning millennial customers and high street retail banks strengthening their digital offerings, GKBK urgently required a distinctive name, value proposition and digital brand experience to bring their innovative lending concept to life. Nucleus proposed its proven 5-step brand creation process and was awarded the assignment.
Solution
Nucleus worked closely with GKBK’s leadership and board of directors to define a compelling brand promise based on the concept of helping customers ‘to revive their finances’. We created the Vive name to reinforce the brand promise and protected it with a UK trade mark, acquired the vive.co.uk domain, designed a distinctive brand identity and wrote a comprehensive brand and tone of voice guidelines.
The new name and brand identity position Vive as a credible and exciting new bank – offering the reassurance of being regulated, with the dynamism of a fintech business. We then worked with the Vive development team in a 13-sprint agile development programme to design the user experience for a money management app and website, paying particular attention to the online application processes and integration with Open Banking and third-party services. The app and website were then built in-house.
Results
Vive received its 'Authorisation with Restriction' from the financial regulators in January 2020 and will launch later in the year. The new name and brand have been key in helping to create a strong, vibrant internal culture, positioning Vive as a responsible new entrant in a rapidly developing retail banking environment.
“Nucleus quickly understood our business strategy, providing us with a compelling value promise, meaningful name and a comprehensive set of brand assets to communicate our value proposition within the UK market. Our new brand name and identity have energised the whole business as we move towards a full launch later this year.”
Nick Anthony, CEO