We conducted a series of branding workshops with the Mobilexpense team to get to the heart of the brand’s values. These sessions were designed to make the team think about what the brand represents, how it portrays itself, and what its mission is.
By stepping into their customers’ shoes, and thinking about the problems that they were facing, we quickly realised one thing: Mobilexpense needed a more human touch.
Finance has traditionally been seen as a slightly dry field—meaning financial branding has typically been quite technical and solutions-focused. But Mobilexpense wanted to flip the script. After all, consumers don’t buy solutions for the sake of it—they buy solutions to solve specific problems that they’re personally facing.
So by putting their consumers’ problems first, and then explaining how their solution helps, Mobilexpense could better resonate with their target market. We also translated this new approach into an overarching brand strategy for their products Declaree and MXP.
