Bringing brand and product together
Helping make financial planning more human. Democratising access to financial planning and giving everybody the ability to make smart decisions about their money.
The challenge
A recent study found that only one in five women hold an investment, compared to one third of men. Hey Fina set out to fix this imbalance with a new app designed solely for women.
But the founders didn’t want the tool to feel cliched or patronising; the app needed to be professional, welcoming and inclusive. The vision and purpose for the business were clear - but there was no brand or product.
The task ahead was to create a united brand and tool for an under-served market that felt different and inspired confidence - a challenge that played perfectly to YaYa’s strengths.
‘Discover, Define, Develop and Deliver’
The approach
We started by understanding the motivations of the target audience using our ‘discover, define, develop and deliver’ model. Our initial research uncovered target personas – but it was our ‘discovery workshop’ that shifted the dial with the brand identity.
By digging deep to understand the client’s personality, positioning and values, we could identify two personality archetypes – the ‘hero’ and ‘innocent’. Further sessions with stakeholders and the feedback of those who would be using the tool then helped us to zero-in on the most impactful route.
There weren’t any ‘ta-da’ moments as we went through the creative process – we worked closely with the client and users to iterate the brand at every step.
After all, not paying attention to the needs of the audience would result in lower adoption and a ‘me too’ product that missed the mark.
Approaching the product and supporting assets through the same lens created the synergy and consistency needed for the app to appeal to the right demographic.
The results
The end result for the brand was the opposite of pink, patronising and fluffy. Instead, it was inclusive, visionary and welcoming – but with a softer edge.
Finally, a long-neglected market would have access to a tool that didn’t make them feel alienated and allow them to make the most of their money.
By the end of the programme, the client had two elements, forged within the same workstream.
The design system was a game-changer as it bridged the gap between brand and product. This living and editable organism meant a developer could use the file as their toolkit for the product designs. Every element is linked – so one simple amendment flows through the whole suite.
With the design system creating the foundations for the product and a clearly-articulated brand, Hey Fina finally had a strong sense of identity and a scalable route to building an MVP tool inhouse to secure further investment.
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